An Empirical Analysis for Consumer Intention of Online Shopping

This paper presents a model with five impact factors for online shopping. These factors include the seller's feedback rating, merchandise's diversity, payment way, logistics and customer service. The results revealed that the five factors have significant effects on the consumer's intention of online shopping. The customer service showed the biggest impact. The correlations were observed between seller's feedback rating and merchandise's diversity, and between seller's feedback rating and future purchase intention.