中文摘要：

随着网上零售业快速发展，如何提高网络消费者购买意愿已成为人们关注的焦点。论文运用感知价值理论分析了网络消费者购买意愿影响因素，提出了影响网络消费者购买意愿的重要研究假设，构建了网络消费者购买意愿假设模型，采用结构方程模型方法对样本数据进行了定量研究。研究结果揭示了网络消费者的风险态度通过感知利益和感知风险对感知价值的间接影响，而感知价值与购买意愿显著正相关。最后，论文对研究结果进行了讨论，提出了促进我国网上零售业发展的建议。

英文摘要：

With the rapid development of On-line retail trade, how to raise e-shoppers＇ willingness to buy has become the focus of people concern. This paper analyses the factors influencing e-shoppers＇ willingness to buy by using perceived value theory, and puts forward the important research hypotheses influencing e-shoppers＇ purchase decision and builds the hypothetie model. The quantitative analysis of sample data is carried out by using structural equation modeling in this paper. The researchful results reveales that risk attitude indirectly influences e-shoppers＇ willingness to buy via perceived benefits and perceiced risk, and perceived value is positive relative to consumers＇ willingness to buy significantly. Finally, in this paper, the results are discussed and the suggestions for promoting the development of On-line retail trade are proposed.