Research On How Presentation Flaws Affect Intention Of Purchase In B2C E-Commerce

As the popularization of internet and increasing understanding of Electronic Commerce, in China, purchasing on line grows fast either in infiltration index or expenditure on line, this situation of high speed development laid a good foundation for development of internet application in the future. As a new trade pattern, purchasing on line differs a lot with traditional pattern. It has many advantages which attract consumers as well as many disadvantages, for example, security, trust, and distribution, these problems are more and more serious that have been key factors restricting the operation and development of online stores. Therefore, this paper focuses on how presentation flaws affect intention to purchase in B2C E-Commerce.This research divides presentation in B2C E-Commerce into three types (style, incompleteness and error) which are interpreted respectively, a research model was constructed that hypothesized errors, poor style, and incompleteness to be inversely related to the user's level of perceived quality of an online store. Further, this perceived quality of the online store's Web site would be directly related to user's trust in the store and, ultimately, to customer's intention to purchase from the store.A survey was designed on three types of presentation flaws, perceived quality, trust and intention to purchase, combined with related literature at home and abroad for an experimental study, and 238 valid questionnaires was collected. SPSS software was used to examine the reliability of the data, and Structural Equation Model (SEM) method was used to construct a model, also for fitting test, measurement model test and structural model test, the statistical analysis shows that research model was well supported.Finally, several suggestions are made to operation and management of online stores based on research model and statistical analysis result.