The Online Shopping Influencing Factors of Micronet Mode on Guiyang Consumers’ Buying Behavior

Zhi Wen


The rise of targeted business, a unique financial market, has brought great convenience to consumers’ production and
life and created good opportunities and conditions for entrepreneurs. Consumers believed and selected Micronet mode as a new
shopping mode, which would be the key to the continued vitality of the online shopping market. The research objectives of this
paper were the study of influencing factors affecting online shopping buying behavior through Micronet mode, investigation of
influencing factors of perceived ease of use, perceived usefulness, perceived risk, and customer social interaction, and the degree
of influencing factors on purchase intention to consumer purchase behavior.


Online Shopping Influencing Factors; Micronet Mode ; Consumer Buying Behavior

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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2814


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