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Abstract- The purposes of this quantitative research were to 1) examine the influence of platform service factors—Access Convenience, Perceived Website Quality, Perceived Price, Perceived Usefulness, and Trust—on Online Purchase Intention among students at Guangxi Quality Engineering Vocational and Technical College, and 2) analyze the relative importance of each factor. Data were collected from 400 students via stratified random sampling and analyzed using descriptive statistics, Pearson correlation, and multiple regression. The results revealed that all five factors had significant positive relationships with Online Purchase Intention. Perceived Price emerged as the strongest predictor, followed by Perceived Website Quality, Trust, Access Convenience, and Perceived Usefulness. The regression model explained 36.0% of the variance (R² = 0.360, Adjusted R² = 0.352). These findings provide actionable insights for e‑commerce platforms targeting price‑sensitive student segments and validate an integrated theoretical framework combining the Technology Acceptance Model (TAM), Trust Theory, the Information Systems Success Model, and Perceived Value Theory.

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