Exploring the Influence of Online Consumers’ Perception on Purchase Intention as Exemplified with an Online Bookstore

The purpose of this study is to use structural equation modeling (SEM) to explore the influence of online bookstore consumers’ perception on their purchase intention. Through literature review, four constructs were used to establish a causal relationship between perception of online shopping and consumers’ purchase intention. Questionnaires based on these four constructs were designed and distributed to the customers of an online bookstore; AMOS software as analytical tool was used to build and confirm a SEM model. Results of this study show that product perception, shopping experience, and service quality have positive and significant influence on consumers’ purchase intention, but perceived risk has negative influence on consumers’ purchase intention, and shopping experience is most important.