Examining Consumers’ Willingness to Buy in Chinese Online Market

Abstract

This paper aims to examine consumers’ willingness to buy from an e-commerce vendor in Chinese online market by using empirical modeling. Initially, we hypothesize that six factors influence consumers’ willingness to buy significantly. Then we develop 5 structural equation models (SEM) integrated these factors to test our hypotheses with the data from Chinese online market. The results suggest that perceived reputation and perceived risk are significantly associated with the level of consumers’ willingness to buy, while perceived size, perceived system assurance, and perceived privacy information protection are insignificant related with the level of consumers’ willingness to buy. In addition, perceived system assurance mediates the relationship between ease of use and willingness to buy.