Research On Influenceing Factors Of Online Stores’ Attractivenes

Since the 1990s, China’s information technology has been rapid development, and users of Internet use habits also has developed gradually. On the basis, e-commerce industry has also been rapid growth, online retailers have sprung up everywhere, and occupy an increasingly important position. However, due to some inherent characteristics of the network environment, such as low barriers to entry and low switching costs. Online stores is facing an increasingly competitive situation. In this case, how to succeed in attracting a large number of network shops consumers becomes a problem which online shop operators must consider. The study on attractiveness of stores stems from the theory of retail attraction which concerned more about traditional stores and commercial agglomeration. But for online store attraction, there are little researchs, quantitative research less. Therefore, in this context, the beginning of this article online store attractive research, trying to identify the impact of the relationship between factors affecting network shops and explore the variables. Therefore, in this context, this paper studies the online store attraction, attempting to identify the factors affecting attractiveness of online stores and explore the impact of the relationship among variables.Firstly, on the basis of the theory of literature, from the customer’s point of view, studies factors influencing the attractiveness of the online stores, made goods, services, ease of use, security, promotion, familiarity, pleasure and interface design these eight factors. And on the basis of previous studies, according to the S-O-R model theory, this paper introduced the mediating variable customer perceived value, and make a detailed analysis between these eight factors and the attractiveness of online stores.Next, this paper uses the method of empirical research, collecting data through questionnaires, and use SPSS software for data analysis, the results showed that:goods, services, ease of use, security, promotion, familiarity, pleasure and interface design have a significant positive effect on customer perceived value and online stores’attraction, and customer perceived value plays an mediating role between the eight variables and online stores’ attraction. What is more, customer perceived value plays a fully mediator role in the relationship between service, ease of use, security, familiarity and online stores’ attraction, and plays a partial mediator role in the relationship between commodities, promotion, interface design,pleasure and the online stores’attraction.Last, on the basis of the conclusions, this paper gives some suggestions for online store operators, hoping to provide a reference for them.