Research On Influential Factors Of Experience Products Young Consumer Virtual Haptic In The Online Shopping Environment

Currently, online shopping is increasingly more and more popular. However, behind of the online shopping boom, there is a prominent problem that consumers in the online shopping cannot directly touch the merchandise so that the perceived needs of consumers cannot be meted. When consumers go shopping online, especially buying some experience-based products (such as clothing), due to the lack of tactile information, the result not only affects consumer purchasing decisions and behavior, but also leads to merchandise return rate continuing increasing and other issues appearing, even be not conducive to business operation. In order to improve the virtual haptic in online shopping, consumers pay more attention to the factors of the site and their own shopping experience. Consumers often try to get useful information from the factors provided by the seller site, combined with their shopping experience to enhance their virtual haptic. Based on the above, this paper makes the consumer virtual haptic as the dependent variable to explore whether the site factors and consumer shopping experience have the significant impact on consumer virtual haptic or not. And this paper combines the consumer shopping experience with site factors to study the impacts on the virtual tactile and this is in favor of the research on haptic factors more in-depth and complete. At the same time, this paper introduces the perceived risk which is more and more companies concerned and make it as moderator to regulate the relationship of website factors, consumer shopping experience and consumer virtual haptic and explore whether the website factors and the consumer shopping experience influence the consumer virtual haptic by the regulatory role of the perceived risk, even affecting consumers’ purchase intention and behavior. In addition, making the perceived risk as the moderator allows businesses to focus on the influence of the site factors and the consumer shopping experience on consumer virtual haptic, at the same time, consumers also pay attention to the regulatory role of risk, enabling businesses to more fully understanding how to enhance consumer virtual tactile experience. Additionally, through the study of the site factors and consumer shopping experience and consumer virtual tactile, this article enriches influencing factors of the consumer virtual tactile, but also lays the theoretical foundation for the future consumer virtual tactile compensation mechanism research.This paper constructs the theoretical model of site factors, consumers shopping experience, perceived risk and consumer virtual haptic based on reading extensive literatures and proposes the related research hypothesis. And it makes consumers as the main questionnaire object using SPSS20.0 and AMOS 17.0 for data analysis, and finally makes the following conclusions:Web site factors and consumer shopping experience have a significant positive effect on consumers virtual haptic, that is to say, the better a variety of site factors are, the stronger consumers virtual haptic are, and even can enhance their purchase willingness and vice versa; the more consumer shopping experience is, the stronger consumers virtual haptic are, and even can enhance their purchase willingness and vice versa. This paper draw the conclusion that the perceived risk has the significantly strengthened role on the relationship of the consumer shopping experience and the consumer virtual haptic, but has the partly weaken role on the site factors:the perceived risk can negatively regulate the relationship of the website interactive, the website vivid and consumer tactile virtual; the perceived risk does not has a regulatory role on the relationship of the website informative, website usability and consumer virtual haptic and this is the deficiency of the conclusion in this paper.The drawn conclusions of this article have important guiding significance for how enterprises to enhance consumer virtual haptic. Firstly, enterprises should promptly inspect the site operations, and continuously update and upgrade the website design, and improve and enhance the interactive, vivid, informative and usability between the website and consumers, thus facilitating consumer access to the information their own needs and enhancing their tactile experience and even their purchase intention. Secondly, when it conducts online operations, the enterprise should consider the website factors and the consumer shopping experience in physical stores which impact on consumer perception experience, thereby improving the tactile experience of consumers and enhance consumers’purchasing behavior online. At the same time, consumers should be self-improvement and accumulate a lot of shopping experience, helping to improve its commodity tactile experience and buy the merchandise they want. Finally, enterprises should pay more attention to the impact of consumers’ perceptions of risk on online shopping behavior. They can take a variety of measures to deal with the perceived risk of consumers so that they can enhance the virtual tactile experience of consumers.