Effects Of Online Store Atmosphere On Consumer Purchase Intention

In China, the developing on-line market is playing more and more important role in the whole social economic. As the internet use widely in both home and business organization, Chinese internet users play actively on on-line market. However, the e-commerce likes other business models which face big challenge in China. At present, on-line music, movie and gages is most popular with netizens. At present, a key question electronic commerce practitioner face to is how does on-line store attract customers who just browsing online to buy products. Therefore, this article takes consumer behavior research as the main question to study.We established our research hypothesis based up the S-O-R model as the main theory, on-line store atmosphere theory plus research literature in the field of on-line store image,consumer perceived quality and consumer purchase intention, then we will verify those hypothesis by analyzing the effect of store atmosphere theory,on-line store image,consumer perceived quality and consumer purchase intention. We used university students as our research subjects and employed ANOVA analysis to empirically identify in the different level of two design factors that influence customer's perceived on-line store image. In the end, recommendation is given to the development of on-line store marketing.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 260 effective samples。Afterwards real diagnosis analysis result basically has confirmed this research idea. The main conclusion is as follows:①Different level of on-line store's two design factors has the remarkable difference in the store image sensation.②Different level of on-line store's two design factors has the remarkable difference in the product quality sensation.③Consumer's perceived product quality has the positive effect on consumer's purchase intention.④When consumers purchasing different type of products, on-line store atmosphere has different effect on their purchase intention. 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 increase consumer's confidence in product quality, then enhance their purchase intension. Due to different customer may focus on different dimension of the on-line store image, the customers have many purchase intensions. So we should make different selling strategy for different target customers.Different from the previous literature, in this study we used two different types of products, verified that when consumer purchasing different types of products, on-line store atmosphere have significant different effects on consumer purchase intention.