Empirical Study Of The Situational Factors Affecting Web Purchase Intention

At present academic research about customer purchase intention factors, focuses on perceived quality, perceived risk, price, service and so on. With the continuous development of network market, the number of web stores is increasing sharply, and the range of customers'choice is widening. Therefore the product quality and price can no longer form a competitive edge, and weaken the impact on customer purchase intention. On the other hand, consumer situation is strengthening the influence on customer purchase intention. Taobao is China's largest C2C website that has the typical features of online shopping market. Hence this paper takes customers who have shopping experience in taobao as sample to analyze situational factors'impact on customer purchase intention.Through the literature review of situational theory and web purchase intention, this paper studies the situational factors'impact on customer purchase intention. By reviewing the literatures, three key factors:web store design, online interaction, and psychological situation are selected combining situation theory model proposed by Assael (1995),to measure the impact on customers' web purchase intention, in addition, hypotheses are proposed and corresponding research model is created. In order to verify the hypothetical model, this paper designs a questionnaire and investigates consumers who have shopping experience in taobao. SPSS15.0 is used to test the data reliability and validity, and AMOS 17.0 is employed to test model assumptions and model goodness of fit.In the end, this paper draws the conclusions as followed:first, web store design is the most powerful factor to web purchase intention, online interaction and psychological situation's influence are similar; next, web store design and online interaction can indirectly influence web purchase intention through psychological situation, and web store design's influence is more than online interaction. According to the research results, practice-oriented suggestions are proposed. Finally this paper describes the research limitations and follow-up directions. And the inadequate issues have been pointed out for the future consequence research.