Study Based On The Theory Of Smooth Online Shopping Intention

Internet provides a virtual world that differs from the real world, the behavior and the mentality of customer is also changing a lot.With a rapid development of online shopping, it is more necessary to study people's shopping intention and the factors that affect online shopping today. And we can study online shopping in a new perspective in the experience economy,.. Based on relative theories, this thesis focuses on online shopping intention based on the flow theory, we explore the structure of the flow experience under online environment and the affecting factors and its influence on online shopping intention. From website quality characteristics, custom characteristics and shopping task characteristics these three aspects, a model of the influence on custom online experience has been constructed which is called W-C-T model. The website quality characteristic is measured with the information quality, service quality, systematic quality and website security;The custom characteristic includes cognitive novelty and skill;The shopping task characteristic is stduied with shopping goal and importance.Through analysis of examples, the conclusions are:1) The customer's flow experience of online shopping is constituted by enjoyment, time distort, concentration, they all have positive influence on online shopping intention.2) The information quality, service quality, systematic quality, website security, cognitive novelty and importance of shopping task all have positive influence on online shopping enjoyment.3) The information quality, systematic quality, cognitive novelty and shopping goal all have positive influence on time distort.4) The information quality, service quality, website security, user's skill, cognitive novelty, shopping goal and importance of the shopping task all have positive influence on concentration.