Study on Mediating Effects under Actions of Households' Online Shopping Influence Factors and Cash-free Payment

Abstract

Household's online consumption behaviors are affected by multi-dimensional factors. In this work, upon the financial survey data of Chinese family in 2017, households'online shopping influence factors are analyzed in the empirical form, and the mediating effects of cash-free payment on households'decision for online shopping is measured. According to the results therefrom, non-cash payment has certain mediating effect in the process that households'characteristic factors affect the online shopping. Households in cities and involving in higher consumption level for life and clothes have a higher willingness for online shopping. Payment by credit has a positive effect on households'decision for online consumption. Enlarging the noncash payment scale and promote the network infrastructure in villages and towns; reducing the use cost of network in villages and towns, deeply tap the consumption potentials in urban areas; promoting the payment by credit can enlarge the scale of network consumption groups and improve their expenditure willingness.