Factors Affecting Consumer´s Online Purchase Intention in China

This paper investigates the factors that affect consumer´s online purchase intention. Proposed the research model and hypothesis. The proposed model was empirically tested using data collected from a survey of online consumer in Shanghai. Empirical data from structural equation model analysis reflects perceived ease of use positively affects perceived usefulness. Perceived usefulness, compatibility and trust positively affect attitude. Results also reveal that attitude positively affects consumer´s purchase intention.