The Study Of Motivation And Purchase Intention Of College Students Use Shopping Website

The rapid development of Internet promotes the generation of online shopping, andchanging the traditional consumption pattern. Online shopping is gradually infiltrated ourdaily life with the improvement of the credit system, logistics, and the changing of thepeople s consumption habit. The urgent affairs of most E-commerce companies is how toattract consumers attention, advance their good attitude towards, and enhance theirpurchasing willingness to the company s shopping website among the wide varieties ofshopping websites.For further analysis of this issue, this study explore how the motivation of consumerusing shopping website effects on its interaction on the website, research the influencefactors of consumers attitude toward the shopping website, and furthermore, reveal thewhether the attitude towards the shopping website influence the purchase intention basedon the use and gratification theory and interaction theory. Appling the use andgratification theory to the interactive environment, this study creates the theoreticalframework of consumers key factors towards the shopping website for data detection.This study adopts questionnaire method, and surveyed174college students. Thecruising data demonstrates that, among motivations of consumers using of shoppingwebsite, social interaction and entertainment has a significant influence on their retentiontime on the website, by contrast, access to information and convenience does notsignificantly affect the retention time; The motivation of access information and socialinteraction has significant affects on the human-message interaction and human-humaninteraction respectively; Consumers attitude towards the shopping website is influencedby their interactive activities; Consumers purchase intention is significantly influenced bytheir attitude towards the shopping website.This study breaks the limits of network shopping research staying in the marketingtheory framework; make the network shopping consumer as audiences of network newmedia. Furthermore, this study discusses the consumers motivation of using shoppingwebsite as the audience using use and gratification communication theory, andintroducing the interactivity theory for researching the changing of the attitude towards theshopping website caused by the interactivities.