Study On The Effects Of Website Characteristics On Purchase Intention In B2C E-Commerce Environment:Moderating Effect Of Product Category

Currently, the Internet has become more and more influence on people’s life.At the same time,the competition between the major B2C websites is growing.Have blindly through the reduction of product or service prices, gifts, increase the click rate, the cumulative customer information to create a network marketing value.These aspects are important, however, there are a lot of factors that affect consumer purchase intention, which is often ignored the importance of consumer trust in the purchase intention.The research is based on consumer online shopping trust, explore the factors that affect consumer trust issues, and add product category to research. Through theoretical analysis and empirical test, this paper can provide reference for B2C e-commerce enterprises to pay more attention to the importance of consumer trust in the purchase intention, and more reasonable to strengthen the website construction in order to improve the degree of consumer trust, so as to take the initiative in the e-commerce market competition, to take a more perfect network marketing strategy to attract consumers.On the basis of reviewing the past literature and referring to the results of previous studies,this paper divides the website features into four dimensions:knowledge,visual,interactive and security. Consumer trust is used as the intermediate variable, and the purchase intention is used as the dependent variable to construct the conceptual model.In this study, we use the empirical research method to collect data, and analyze the data through SPSS19.0 and AMOS17.0, and draw the following conclusions:(1) The four dimensions of the website characteristics have a significant positive effect on consumer trust.(2) Consumer trust has a significant positive effect on purchase intention.(3) Product category exists partial moderating effects in the impact of website characteristics and consumer trust.Finally, on the basis of empirical research, the paper puts forward some marketing management suggestions to enterprises and businesses, in order to enable enterprises and businesses to be able to fit the different product categories, more reasonable construction website, and to take the corresponding marketing strategy, improve the customer’s trust and enhance the customer’s purchase intention.