Effects Of C2C Online Store Image On Customer Purchasing Intention

In China, the developing C2C on-line market is playing more and more important role in the whole e-commerce market. As the internet use widely in both home and business organization, Chinese internet users play actively on C2Con-line market. In 2007, the sum money for C2C on-line market business is about 15.26 billion RMB which is much more than 4.6 billion in 2004. Otherwise, the on-line business ' sum money reached to 59.5 billion RMB in 2007 which is 90.4% higher than 2006. However, the C2C on-line business likes other e-commerce business models which face the big challenge in China. At present time, on-line music, movie and gages is most popular with netizens. The C2C electronic commerce practitioner faces at present how a key question the store has the profit through the net on.Therefore, to this new promoting education condition consumer behavior research, understanding the newest expense tendency becomes the main question which this article studies. This research discussed from the store image angle has affected the consumer's intention to purchase on line. Simultaneously we also analyze the consumer characteristic in each research variable difference. C2C business man may construct the market discrimination strategy according to the amount of consumption or the characteristic to attract the different expense community.In order to study the above question, this research carries on the questionnaire survey take Chongqing's consumer as the object of study. We carried on the data analysis in view of 254 effective samples。Afterwards real diagnosis analysis result basically has confirmed this research idea. The main conclusion is as follows:①C2C On-line store image mainly by the store environment (atmosphere), the price, the product/prestige, serves five dimension constitutions. These four vivid characteristics and the customer purchase the wish to present the correlation. Among them, purchases the wish by the price to the customer the influence function to be most prominent.②The different individual characteristic consumer has the remarkable difference in the store image sensation.Through our research, we bring out many strategies for the on-line seller. In fact, on-line seller would recognize the store image may create value and construct a excellent atmosphere for the customer. As a result, that may save the cost and reduce the risk for the customer. Due to different customer may focus on different dimensions of the on-line store image. We should make different selling strategy for different target customers.