Study On The Antecedents Of Consumers' Online Store Choice

E-Commerce is changing the transactions between consumers and business. The rapid development of it has a profound impact on traditional manufacturing, marketing, retail industry. As a result the changes need for further description and interpretation of the online consumer behavior. As the most important trading platform and the main format of online shopping, online store can effectively reduce the transaction costs between sellers and buyers, make effective interaction with customers and help them shop on the Internet anytime, anywhere. Although they have very broad prospects for development, there have been more and more intense competitions between online stores because of their low cost of entry. Therefore, the understanding of consumers'store choice on the Internet to formulate its own targeted marketing strategy has become an urgent issue to resolve. This study will be carried out theoretical and empirical research on this issue.Based on the theoretical model of customer perceived value, the study make appropriate variations of it, induce the relevant factors of consumers'online store choice, i.e. the valence of experience, the prices, perceived product quality and perceived risk and then build the consumers'online store choice model. For the survey data, the study first use SPSS 15.0 for reliability and validity analyses, and then use LIESREL 8.70 to construct structural equation model to make an empirical research on it.The results of structural equation modeling show that the valence of experience, the price and the perceived risk have impact on purchase intention. While the perceived risk has the most notable impact on purchase intention, and the prices impacts purchase intention with the perceived risk as the intermediary. The impact of perceived product quality on perceived risk and perceived product quality on purchase intention have not been confirmed, which is different from conclusions of study abroad. Finally, in accordance with the findings of the study the proposals for online store managers were brought out from the aspects of the valence of experience, the prices, the perceived risk and the perceived product quality.