An Empirical Study Of The Effect Of Online Store Image On Customer Purchase Intention

The electronic commerce of B2C has developed rapidly and has a increasingly enormous extent in currently. The number of customer has becoming more and more larger, so the competition between the online stores is intense. For owning the advantage in the competition, the construction of online store image is very important, because the excellent image can provide benefits for the online store, such as the improving of commodity value, strenghing the level of customer trust and purchase intention. Thus, the image can furnish affluent profit. The purpose of this paper is discussing the effect of online store image on perceived value, costomer trust and purchase intention, and providing suggestion of management for operator of online store.This paper reviewed the related theories about online store image, perceived value, customer trust and customer purchase intention. This issue had discussed the effect of 5 dimentions of online store image on perceived value, customer trust and customer purchase intention, the effect of customer trust on customer perceived value and customer purchase intention, and the effect of customer perceived value on customer purchase intention.This research regarded the online transaction platform of B2C as the research objection, had surveyed the customers of online by non-probability sample survey method, with any questionnaires.By using the statistical software, SPSS and LISREL, we did the descriptive analysis, factor analysis, correlation analysis and regression analysis.Finally,it had obtained the conclusions as following:It was divided online store image into five dimensions---usability, joyful sense, security, commodity condition and service condition. We also found that usability and service condition had obvious effect on the variables of perceived value, customer trust and customer purchase intention. And joyful sense obviously impacted on the variables of customer purchase intention and customer perceived value. Security just effected obviously on the variable of purchase intention and customer trust. And commodity condition obviously impacted on the variables of customer trust and customer perceived value The variable of customer trust had obvious effect on customer perceived value and costomer purchase intention.The variable of customer perceived value also had impacted on customer purchase intention.