A Study On The Influence Of Website Characteristics On Consumers' Willingness To Purchase

With the rapid development of the Internet at the same time, online shopping is increasingly emerging. Online shopping, with its unique advantages, especially its convenience and economy, has become the main channel for people to buy goods. Therefore, understanding what factors affect consumers’ purchase intention is particularly important, and also has much realistic meaning. Previous articles focus on more studies in factors influencing net consumers’ purchase intention, mostly from the perspective of Internet word of mouth or the online experience, the articles about website characteristics are less involved. However, as the traditional shopping, the environment characteristics will affect consumers’ purchase intention, the characteristics of shopping website will also affect consumers’purchase intention.The number of domestic shopping websites increases constantly, people have realized the huge online shopping market prospects. Therefore, figuring out what features of the website has can be better to attract consumers, meanwhile, this is the problem which online marketers concern. This article from the view of website characteristics, combined with the actual situation of China’s online shopping, explores the possible differences in the effects of different website characteristics factors on consumers’purchase intention, and introduces the degree of product involvement in the relationship between Website characteristics and consumers’ purchase intention, builds and tests its regulation mechanism. On the basis of previous studies, this research proposes four elements of site characteristics, that is:knowledge, economy, interactive and visual. The empirical results show that:the four dimension of website characteristics have a positive effect on consumers’ purchase intention; the regulating effect of the degree of product involvement on the relationship between websites’ knowledge, economy and consumers’purchase intention has exist (with respect to the high degree of product involvement, the effect of low degree of product involvement of consumers on the relationship between websites’knowledge and consumers’ purchase intention is more significance; with respect to the low degree of product involvement, the effect of high degree of product involvement of consumers on the relationship between websites’economy and consumers’purchase intention is more significance).Based on the above research conclusions, this paper argues that, if companies want to improve the consumers’ purchase intention and promote sales growth, they should pay attention to the construction of shopping website characteristics. Companies need to provide a wealth of products and reasonable price, create a good interactive platform, design comfortable and beautiful interface. Again, companies need to identify the degree of involvement of products sold in mind of consumers, according to the difference of degree of involvement, websites or sellers should start marketing activities from different aspects, for example, with regard to the low degree of product involvement of consumers, companies should provide a wealth of products or price discount with large extent, making the effect of improving consumers’ purchase intention more dramatically.