Research On Online Purchase Intention Based On Flow Theory

With the increasingly fierce competitionof online shopping market, how to attract and retain customers become to be the strategic focus of shopping sites, and because of online shopping’s virtual attribute, the user experience has been an important factor to increase user stickiness and user loyalty.The flow experience is an important theory in the user experience research field. In recent years, it has gradually been applied to online shopping area. In primary studies, little empirical research has been done, and more research did not use the full original model. Based on this, this research will applied a complete three-phase flow experience model to the online shopping areas, and will make an empirical study. The research also combine consumer decision-making process with flow model, verify the influence of flow to consumer purchase intention. This research will use literature and empirical research method, and combined consumer decision-making process with flow theory to build a flow model, then collection data by survey, using SPSS software and AMOS software verification the validity of the questionnaire and the model path coefficients between the variables.Through data analysis, this paper finally got the following conclusions:Verify that the clear goal and site feedback have effects on the flow experience. Goal clear and concentration affect perceived control, and website feedback has effect on the shopping pleasure, concentration and perceived control.Verify that the flow to experience has the impact of purchase intention. Shopping pleasure and perceived control will have a positive impact on the purchase intention, and shopping pleasure has more effection on purchase intention compared with perceived control, which to some extent explains the consumer pursuit of fun when on shopping.Finally, according to the conclusions of this paper, put forward suggestions of the designing of B2C web sites and also give recommendations of website marketing strategy,which has some practical significance.The website should make sure that a short loading process and faster feedback, and in the shopping process giving users personalized guide, improve their shopping pleasure.