Tao, K.; Xiao, H., and Ye, J., 2020. Network transaction cost advantage and its effects on shopping intention in coastal economic zone. In: Yang, Y.; Mi, C.; Zhao, L., and Lam, S. (eds.), Global Topics and New Trends in Coastal Research: Port, Coastal and Ocean Engineering. Journal of Coastal Research, Special Issue No. 103, pp. 60–64. Coconut Creek (Florida), ISSN 0749-0208.

A method of forecasting and diagnosing the causal relationship by combining PLS-SEM model and Bayesian network is proposed. This method not only exerts the ability of PLS-SEM model to be proved by theory, but also highlights the ability of Bayesian network to forecast and diagnosis and deal with nonlinear relationship, which is beneficial to the development of management decision. Furthermore, the method is applied to study the complex relationship between the cost of online shopping transaction and purchase intention. It clarifies the change of consumers' willingness to purchase when the transaction cost is in different states, and provides the basis for the enterprise to formulate effective transaction cost management decision.