The Influences of Perceived Factors on Consumer Purchasing Behavior: In the Perspective of Online Shopping Capability of Consumers

In this study, firstly, based on related researches about consumer online purchasing behavior before, we proposed that there were some perceived factors that influence perceived value which has a direct impact on consumer’s online purchasing decision-making. Secondly, on the analysis for the antecedent of consumer perceived factors with online shopping, we proposed the definition of online shopping capability of consumer and try to explore what factors would affect consumers’ perceived value when they are online shopping in the perspective of consumer’s online shopping capability and their different influences on consumer purchasing behavior. We designed a questionnaire and obtained 1359 valid data from our investigation. Data analysis indicates that besides online shopping capability of consumers, there are other four significant common factors such as trust, perceived risk, perceived benefit and perceived cost, have significant influences on consumers’ perceived value. The causal relation among online shopping capability of consumers, the other four perceived factors and perceived value and consumer online purchasing behavior are verified using confirmatory factor analysis. We explored the differences and their changing way among different kinds of consumers. Discussions for the results indicated that consumers with different shopping experiences have different online shopping capabilities and significant differences on the other four perceived factors.