A STUDY on the INFLUENCING FACTORS of CONSUMERS' WILLINGNESS to BUY LARGE MUSICAL INSTRUMENTS ONLINE

초록

Along with the fast development of the Internet and the continuous improvement of e-commerce platforms, Chinese consumption has dramatically changed. Online shopping is gaining wider popularity among consumers. In recent years, as the upstream and downstream industries relevant to e-commerce continue to develop, the types of online shopping have once again been widened. Large musical instruments such as pianos and guitars are also sold on e-commerce platforms. Their market share is gradually expanded by under more reasonable and transparent prices and lower logistics costs. Compared with the fast-growing market scale, we have few theoretical literatures concerning online shopping. At present, most of the study mainly focuses on the development of information technology and customer behaviors on the whole platform, and slightly ignores specific theoretical research on the art industry. Based on previous information systems theory, seven hypotheses about the behavior willingness for musical instruments online were put forward. A reasonable structural equation model is constructed; an empirical analysis on the collected valid 364 data is carried out; and six hypotheses are tested by analyzing the relation between path coefficient and variables. Moreover, perceived trust and perceived risk are two independent variables in the same dimension. The hypothesis that the result was not accepted is elaborated, and management and marketing suggestions are provided for managers of the online shopping platform.

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