Factors Influencing the Consumers' Willingness to Buy in E-Commerce

This paper focuses on the factors that influence the consumers' willingness to buy from an e-commerce vendor. We develop 4 structural equation models (SEM) integrated these factors to test our hypotheses. The result shows that perceived reputation, perceived risk and ease of use are positively associated with the level of consumers' willingness to buy, however, perceived size, perceived system assurance, and perceived privacy information protection are insignificantly related with the level of consumers' willingness to buy. In addition, perceived system assurance modulates the relationship between ease of use and willingness to buy.