网上购物偏好:一般来说，偏好是指某物相对于另一物的选择。网络购物偏好是指消费者选择网上购物作为首选的零售渠道方式。建议OSP对顾客感知的便利、易用性、感知控制、成本降低、有用性、更广泛的选择等网络购物功能价值因素具有正向影响(Turban et al.， 2015)。快乐价值观下的因素包括社交、想法、冒险、满足感、角色和价值购物。此外，网络购物意愿与网络购物偏好之间的关系将受到支付方式、零售商类型和产品类型的调节。
在线购买意向:从最原始的意义上讲，购买意向就像是未来几天购买某些商品和服务的计划(Curty & Zhang, 2013)。网络购买意愿是营销人员的特殊兴趣，因为他们不断地努力在消费者中为他们的产品和产品创造购买意愿。
自变量:在自变量的情况下，有很多因素关注于确定值，如可用性或易用性、便捷性、信息量等。易用性因素是指电子商务的易用性，是指通过高效的搜索功能、简单的订购流程、良好的整体设计等节省精力和时间。人们认为，产品的可用性只会被客户视为电子商务业务的功能价值(Curty & Zhang, 2013)。便利性可以被表述为通过基于家庭的全天候可用性进行购买的便利性。便捷性可以被列为决定消费者从电子商务购物功能价值的第二个因素。信息性可以作为决定网上购物功能价值的第三个因素，定义为企业被认为向消费者提供相关但深入的信息的程度，使他们发现这有助于做出富有成效的决策。
To strengthen the customers’ preference for the e-commerce, there are variables which can determine values. These variables can be cited under different zones to examine the relationships.
Dependent variables: In dependent variables, there are two factors-one is online shopping preference, the second is the online purchase intention.
Online shopping preference: In general, preference is illustrated as the option of something over another. The online shopping preference refers to the consumers’ choice to shop online as the preferred method to retail channel. It is recommended that OSP will have positive influence over the factors perceived by the customers as online shopping functional values such as convenience, ease of use, perceived controls, cost reduction, usefulness, and wider selection (Turban et al., 2015). Factors that can be cited under hedonic values are social, idea, adventure, gratification, role and value shopping. It is also advised that the relationship between online shopping intention and online shopping preference will be moderated by payment method, retailer type and product type.
Online purchase intention: In its most primordial sense, the purchase intention is acting like a plan to buy certain goods and services in coming days (Curty & Zhang, 2013). The online purchase intention is of marketers’ particular interest as they are continually putting efforts to create purchase intention among the consumers for their products and offerings.
Independent variables: In case of independent variables, there are many factors which focus on determining values such as usability or ease of use, convenience, informativeness and so on. The ease of use factor identifies the easy usability of E-commerce and refers to effort and time savings via efficient search functions, easy ordering procedures, good overall design etc. It is believed that usability of the products will only be perceived by customers as a functional value of the E-commerce business (Curty & Zhang, 2013). Convenience can be stated as the ease of purchasing through around the clock home based availability. Convenience can be listed as the second factor to determine consumers’ functional value of shopping from e-commerce business. Informativeness can be cited as the third factor to determine the functional value of shopping online, defined as the degree to which a business is perceived to offer relevant yet in-depth information to consumers so that they found it useful to make decision making fruitful.