Research On The Impacts Of Online Commodity Information Presentation On Consumers' Purchase Intention

The rapidly advancing internet technology has broken through the traditional limitations of time and space to information dissemination,bringing complete change to the customary way of information transmission.Under such circumstances,online shopping sites have grown into a significant channel through with online merchants and consumers interact with each other,as well as a nonnegligible agent working for goods sales,service support and joint innovation.Of all the information provided by merchants for consumers concerning commodities and services,what stands out is the type of information and the way consumers obtain that type of information,which is also one of the vital links of online merchants meeting consumers' demands by means of commodity information management.Therefore,online merchants hope to make a reasonable plan for commodity information presentation through online shopping platforms,creating a pleasant and trustworthy online shopping environment and atmosphere,and finally marketing commodities successfully.However,the consumers,while browsing commodity information,will perhaps be affected negatively by the interference information which is a composing part of the overlarge amount of online information.Thus a reasonable as well as effective presentation of online commodity information becomes particularly important.In order to display the commodity information reasonably in the online shopping platform,what commodity information should be presented to the general consumers? How can consumers be finally motivated to buy? So far,the relevant online merchants haven't formed a set of perfect and effective management methods.In the field of academic research,despite the fact that some scholars agree commodity information presentation is an important factor affecting consumers' behavioral intention,the theoretical deficiencies do exist,such as fragmented research,lack of systematic research framework and shortage of empirical tests.With the purpose of providing effective strategies for online commodity information management,and to make up for the lack of theoretical research,this thesis firstly introduces the research purpose,arranges detailed research content,and designs standard research methods.Then,the thesis determines the ideas and methods employed in the study,by sorting,summarizing and concluding related theories and literatures involving the disciplines of communication,psychology and management science,and clarifying the research context in which the factors of online commodity information presentation will have influence on consumers' purchase intention.After that,with defined the connotation and dimension of such concepts as online commodity information presentation,consumers' online shopping experience,and consumers' online purchase intention,this thesis puts forward the research hypothesis,and constructs the framework for the theoretical model about the influence of online commodity information presentation on consumers' purchase intention.Finally,with done of jobs like scale development,data collection,data analysis and empirical test,this thesis proposes managerial implications and marketing strategies.In order to make it a complete and scientific research,a comprehensive methodology is employed in the thesis,including secondary data analysis,primary data collection,logical reasoning,comparative analysis,qualitative research and quantitative analysis,featuring not only the flexible application of theoretical methods,but also giving full consideration to the practical development trend of online commodity information management in the light of consumer demand.Hence,the methodology is a combination of practice and theory,as well as a synthesis of quantitative and qualitative verification.This thesis mainly includes the following parts:First,related theories and references are sorted and surveyed.First of all,related theories of communication and psychology are collated and summarized,including four aspects: Media Richness Theory,Persuasive Communication Theory,Social Presence Theory and "Stimulus-Organism-Response" Paradigm,laying a theoretical foundation.Then,a research overview is achieved based on the existing research on online commodity information presentation,online shopping experience and consumers' online shopping intention.Finally,the shortcomings of the existing research are summed up,which are expected to provide theoretical basis and research help for the follow-up study.Second,a theoretical model framework is established.Based on the theoretical foundation and related research overview,the article clarifies the connotation and dimension division of online commodity information presentation,online shopping experience and online consumers' purchase intention.With 22 hypotheses proposed,the theoretical model of the influence of online commodity information presentation on consumer purchase intention is constructed by using the Stimulus-Organism-Response Paradigm.The visibility and interactivity of online commodity information presentation in form,together with its content featuring facts,services,evaluation,and guaranteeing,will stimulate consumers' social presence,which in turn results in consumers' pleasure and trust.It is consumers' pleasure and trust that ultimately encourage consumers' online purchase intention.Third,scale development and design is conducted in a scientific way.On the basis of the related research on variables of different dimensions,with reference to the widely certified scales,according to the standard process of scale development,a measuring scale suitable for this study is developed.Through group discussion and two rounds of questionnaire prediction,the unreasonable items are removed by means of reliability analysis,exploratory factor analysis,and confirmatory factor analysis.With a scientific and from-shallow-to-deep inquiry method,the questionnaire is designed rationally,and finally a questionnaire with reliability and validity was established,which provides a guarantee for the follow-up empirical research.Fourth,the theoretical model and relational hypotheses are verified.558 of the collected data samples based on the questionnaire designed earlier are valid.Structural equation model and AMOS software are employed to test the theoretical model and relational hypotheses.The SPSS software follows to test mediating effects.It comes to the conclusion that 20 hypotheses gets through,and 2 hypotheses need further discussing.The tested results of relational hypotheses are discussed.Fifth,the research results are discussed and managerial implications are proposed.With verified the theoretical model of influence of online commodity information presentation on consumer purchase intention,the research results are discussed.In the light of the research results,the thesis offers managerial practice implications about online commodity information management for online merchants.First of all,online merchants should enrich the presentation form of commodity information.Commodity information should be edited in a variety of media means.Customer service staff should be required to use interactive tools with a higher frequency.Web design should also be convenient for consumers to use.In the second place,optimize the presentation content of online commodity information.Information concerning commodity attribute should be as plain as print;information related commodity evaluation should be open and transparent;consumers' requirement for goods guarantee should be met as far as possible,and the seven-day unconditional refund service is a case in point;edited tips and knowledge points about commodities will leave consumers a favorable impression.Finally,enhance the online shopping experience of consumers.While editing commodity information,online merchants should try to make the information content novel and unique,boost the communication with consumers,express customer care,and improve the ability of customer relationship management.Ultimately consumers' positive word-of-mouth effect will take shape.Sixth,the innovation points and limitations of this thesis are summarized.Three innovation points from the theoretical perspective are generated,including the connotation and dimension division of online commodity information presentation,the development of a scale of online commodity information presentation in accordance with the standard process,which involves six dimensions and twenty test items,and construction and analysis of path relationship and model framework for the influences of online commodity information presentation on consumer purchase intention.It also points out the limitations of the study.