Research on Online Shopping Intention of Undergraduate Consumer in China--Based on the Theory of Planned Behavior

Based on the Theory of Planned Behavior, this research is to construct a logit model on online shopping intention of undergraduate consumer and discuss the main influential factors and extent on that. We find out it is greatly influenced by price of goods and the student’s knowledge on computer and online currency clearing. We finally propose relevant suggestions and countermeasures for buyers and suppliers of online shopping.