Platforms of E commerce in Taiwan have been developed rapidly. Due to frequent cheating cases, consumer’s purchasing intention was hindered. Besides, simple system and service could not satisfy consumer’s requirement. Platforms of E commerce started to provide more perfect system and service to improve the safety of online shopping. E-tailers also provided transaction information and authentication by the third party to reduce buyer’s risk.
The current research is to explore the relationship between consumer’s purchasing intention and four constructs－outside factors of “information of E-tailer”, and "system of platform” as well as consumer’s inner “risk perceptions” and “trust”. By way of online questionnaire, 250 valid copies are received.
According to the statistics, “information of E-tailer” and “system of platform” are positively related to consumer’s purchasing intention. Besides, consumer’s “trust” to platform and E-tailer is also positively related to consumer’s purchasing intention. Using regression analysis, it is found that consumer’s online purchasing intention is predictable by all four constructs.
