摘要：This research focuses on the factors influencing online buying intention. The aim of this research is to find out perceived value and trust’s influence on online buying intention, which combined several pervious researches’ result. Perceived value is measured by perceived value and perceived product sacrifice, trust is measured by ability, benevolence and integrity. Based on survey to 238 college students, the author analyzes the questionnaire data with SPSS 15.0 and LISREL 8.8. The results show that perceived value and perceived product sacrifice have significantly influence on online shopper’s buying intention. On the other hand, ability and benevolence also have positive effect on online shopper’s buying intention. But integrity, as a part of trust, has no significantly influence on online shopper’s buying intention.
