A Study On Online-store Image And Its Relationship With Costumer Satisfaction And Cross-buying Intention

In recent years, China’s online shopping market is booming, e-commerce industry has attracted a large number of capital and talent, online stores springing up, competition is fiercer than ever, how can you stand out from the competition in the industry? Store image is an important factor for a store, it is directly related to maintain and enhance the store’s market position (Houston and Nevin,1981; Samli,1989). So, in the Internet scenario, how does store image affect a online-store? What factors will influence E-consumer behavior? Academic and practice areas are concerned about these topics.This study is rooted in our network retail consumers who purchase physical goods in the B2C online store in order to study the composition of the online-store image and customer cross-buying tendencies. The full text around the core concept of B2C online store image, using the methods of empirical research, focused on the following questions:First of all, this paper reveals the constituent elements of the B2C online store image. In this paper, Author summarizes six dimensions of the online store image on the basis of summing up the research at home and abroad, including:Merchandise, Privacy and Security, User Interface, Information Quality, Logistics Services and After service, and developing an appropriate measurement scale.Second, this study explores the relationship among the online store image and customer cross-buying intention. We use the structural equation modeling to test the hypotheses. We found online-store image have significant positive effects to customers’ cross-buying tendencies, such as:goods impression, the impression of after service, as well as logistics services.The innovation of this study is:first, This page reveals the internal structure of the online store image, including:goods impression, privacy and security impression, the impression of the user interface, quality of the information, impression of logistics services and after-sales service impression; Secondly, exploring the relationship between online store image and customer cross-buying tendencies, enriching the theoretical knowledge of the customer cross-buying research in the Internet environment.