This paper explores the relationship between perceived risk and its antecedents and outcomes,proposes and validates the structural equation model of website influencing factors—perceived risk—online shopping intention.

The objective of this study is to examine the Chinese consumers awareness,acceptance and willingness to buy GMF based on the survey data collected in 11 cities of 5 provinces in eastern China.

The research results indicate that,few consumers in China know TF,and their knowledge for TF are limited and the level of willingness to buy TF in China is not very high.

The effects of celebrity and brand origin on Chinese consumers attitude towards purchase intention;

Proven by previous researches domestic and abroad, consumers have higher purchase intention when brand image and consumers self-concept become consistent.

It shows that brand awareness and product fit have significant impacts on consumers attitudes towards the brand,product quality perception and purchase intention;a consumer sanction towards the cause-brand alliance has significant impact on product quality perception and purchase intention.