Abstract The internet advanced sale refers to the C2B model which the supply chain makes optimization from back-to-front, that before the completion of the production of the product, rapidly gathers the consumers’ demands by showing products information in the online shopping platform. This study explores the influence of product factors and situational factors on consumers’ purchase intention, combined consumer personal characteristics though questionnaire survey and regression analysis. The results show that the functional value, hedonic value, financial incentive in product factors and information quality, reputation in situational factors decide whether to buy, but the brand awareness and time pressure have no significant effect on consumers’ willingness to purchase. The results of multiple hierarchical regression further show that consumers’ differences in self-efficacy and time preference can affect the influence of product factors on consumers’ purchase intention. The conclusion can provide a useful reference for the business making better use of the internet advanced sale.
CHAN Mi-Yuan,YANG Pei,ZHANG Ren-Long. The Influencing Factors of Consumers’ Purchase Intention in the Internet Advanced Sale. Economic Survey, 2014, 31(5): 098.
2014, Vol. 31 
