An Empirical Study on Online Shopping Intention of Chinese City Consumers

This paper utilizes 562 sample data collected from four cities---Jinan, Qingtao, Zibo and Rizhao, builds the Logit model, then based on which Eviews3.1 statistical software is employed to process sample data by Logit regression. The result of the study indicates that online shopping intention of city consumers is more affected by factors like consumers' income, network usage capability and the security of online shopping and less affected by such factors as consumers' age, education level and convenience. Finally, suggestions are put forward on promoting the development of online shopping in China on the basis of measurement result.