| The online shopping market of China is developing rapidly, the market theshopping websites have been competing intensely day by day. The B2C E-Commercewebsite enterprise wants to acquire an advantageous position in the competition, it isvery important to pay close attention to the online behavior character of onlineconsumer and exert innovative online marketing strategies to obtain the onlineconsumers’ Brand Trust. Under the internet environment, the consumer shoppingpatterns have changed; consumers’ online experience has affected their brand choiceof shopping website and purchase intention and other shopping behavior. At thepsychology point, Flow Experience theory has provided new perspective to study theconsumer experience and the consumer online shopping behavior. From theperspective of flow experience, the research on the online consumer for B2CE-Commerce enterprise brand trust and online shopping behavior has the importantmarketing practical significance.Based on present research of scholars at home and abroad, the research makesthe consumer behavior theory as support, introduce flow experience under the B2CE-Commerce environment and brand trust in the brand relation theory, makes onlineconsumer on the independent selling B2C shopping website as research object, fromtwo sides of flow experience and brand trust, constructs the theoretical model thatflow experience and brand trust have affected the consumers’ purchase intention,explore that how to use flow experience to enhance B2C E-Commerce enterprise’sbrand trust, and then affect the consumer’s purchase intention. In order to empiricallyexamine the influence mechanism that flow experience affects brand trust andpurchase intention, in this paper, flow experience containing a sense of control,shopping enjoyment and concentration three dimensions will be selected, brand trustwill be divided into brand reliability and brand intention, while introduce brand trustas intermediary variable, in-depth analysis of the mechanism of flow experience containing a sense of control, shopping enjoyment and concentration on purchaseintention, build conceptual model and put forward the hypothesis.To test and analyze the conceptual model and research assumption, use theSPSS16.0statistical analysis software do reliability analysis, factor analysis,correlation analysis and regression analysis and other empirical analysis. Throughempirical research, the results display:(1) Flow experience containing a sense ofcontrol, shopping enjoyment and concentration three dimensions has direct significanteffect on the consumer for the online consumers’ B2C E-Commerce enterprise brandtrust containing brand reliability and brand intention.(2) Flow experience has directsignificant effect on the consumers’ purchase intention in the flow experience threedimensions; Brand trust containing two dimensions has direct significant effect onpurchase intention.(3) Brand trust has apparent intermediate utility, through whichflow experience containing a sense of control, shopping enjoyment and concentrationthree dimensions affects the consumers’ purchase intention, Brand trust has apparentpart intermediate utility, through which shopping enjoyment and concentration affectsthe consumers’ purchase intention, Brand trust has apparent full intermediate utility,through which a sense of control affects the consumers’ purchase intention on theB2C E-Commerce Website.The research has analyzed the effect of the dimensions contained in the flowexperience on brand trust and purchase intention. This is innovative, and introducesbrand trust as intermediary variables, thus deepen the research of flow experienceinfluencing online consumer behavior, and provide a new perspective for study onflow experience affecting purchase intention. Based on this research result, the paperhas put forward some marketing suggestions that B2C E-Commerce websiteenterprises how to manage the internet marketing strategy to promote the consumerpurchase intention on shopping website. |
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