Research on the Influencing Factors of Consumers’ Purchase Behavior of Pinduoduo E-commerce Platform Based on the UTAUT Model

Abstract

With the rapid development of E-commerce, online shopping has become an indispensable part of most people's life. This paper takes Pinduoduo E-commerce platform as an example to study the consumers' purchase behavior of Pinduoduo based on the integrated technology acceptance model (UTAUT theory).Then with the empirical analysis method to verify the main factors affecting the consumers' purchase behavior in the Pinduoduo E-commerce environment. Finally, according to the empirical conclusions to provide suggestions for the development of Pinduoduo E-commerce platform, and help it gain the recognition of consumers and promote Chinese E-commerce.