The Impact Of Online Store Design On The Purchase Intentions Of Customers

In recent years, the rapid development of online shopping intensified the competition in the market. With the boom of experience economy, customers are paying more attention on the shopp ing experience on the websites rather than just the product. Now, however, many online shops have troubles in store design due to the lack of scientific guidance, thus fail to create pleasant online experience for customers. Through empirical study, this paper constructs a framework for online store design from the perspective of emotional reactions, so as to provide guidance for the evaluation of online store design and the improvement of online store design.This paper first defines the connotation and extension of online store design through literature review. Based on the theory of stimulate-response model (S-O-R model) and the open interviews with customers, a framework is constructed and the hypotheses are brought up.The empirical study is carried out simultaneously on the three websites as follows:www.taobao.com, www.zhubajie.com and www.sojump.com. The first hand data is collected through a large-scale survey on Taobao buyers, and the result is analyzed using SPSS 18.0.On the basis of empirical study, we carry out analysis on a case of successful online store design-Yunnan Green A Biological Engineering Co., Ltd., to further test the model and the assumptions.The study draws conclusions as follows:the quality of information design, structure design and visual design has significant impact on the purchase intentions of online customers. Readability of information, visual vividness, convenient searching as well as visual consistency are important factors in customers'willingness to buy. Readability of information and visual vividness are the two most critical elements in online store design, which play a decisive role in customers'perceptions and purchase intentions; Flow, arousal and trust play a mediating role between the elements of online store design and customers' purchase intention, and the impact of trust, arousal and flow on customers' purchase intention descends in sequence.