The influence of consumers' online shopping cognition on consumption willingness under the TPB theory

Recent years have seen a significant rise in online shopping, driven by advancements in e-commerce technology and changes in consumer behavior. Based on the Theory of Planned Behavior (TPB), this paper uses Spss 27 to conduct multiple linear regression analysis of sample data and explores the influence of consumers' online shopping cognition on their consumption willingness by questionnaire survey. Research shows that the consumer experience of live shopping, the expectations of others, and personal shopping ability are the key factors to determine the purchase intention. Based on this, this article puts forward to improve the host professional low barriers to entry, strengthen quality management, given the industry development is jet, strengthen the regulatory audit audits, improve results front consciousness, actively improve after-sales attitude, etc.