The Research On The Impact Of Shopping Website Brand Equity On Customer Purchase Intention-The Regulation Of The Product Involvement

In 1990 s, with the global popularization and development of internet,it began to move from National Defense Academy, high-tech industrial zone, scientific research institute toward the homes of ordinary people. Electronic commerce based on Internet in the worldwide Internet architecture to the main parties to the transaction, With the online payment and settlement as a mean, it gets rapid development as a kind of new business model. In the process of rapid development of Electronic commerce, It gets through with twists and turns,exposed the shortcomings of logistics, payment etc. With the development of Internet economic environment continues to mature, it gradually breaks these bottlenecks.As the survival of the fittest, many Internet businesses grow quickly and accumulate a wealth of business experience. Their success also attracts a large number of traditional industries and the inflow of funds into the field of electronic commerce.In the online shopping environment, consumers can not contact with businesses and products, financial products separation, it has a lot of uncertainty. Brand is a symbol of the commitment and credibility. excellent website brand can effectively reduce the consumer’s perceived risk and provide the psychological sense of security. Therefore this paper study on shopping website brand equity structure, establishes the relationship model between the shopping website brand equity and customer purchase intention, in order to improve the shopping website traffic and conversion rate. The customer is the main purchase behavior, self relevance is the most essential feature of involvement. High involvement and low involvement condition will affect customer behavior. From the aspect of product involvement,this article analyzes the role of customer involvement on customer purchase intention.Different age, gender, income level of customers will have an impact on the consumer behavior of online shopping, so this paper will take population characteristics as control variables.Through the study on the brand equity of access, involvement, customer purchase intention and other related documents, this paper build the degree of product involvement in regulation model of shopping website brand equity and customer purchase intention, thisarticle put forward the research hypothesis based on the model.This study operate the definition of variables and assumption measure.According to the definition of variables, this study design questionnaire and make the research and collect the questionnaire. Do reliability and validity test of variables and regression analysis by using SPSS software.Finally, the result is the product involvement and shopping website brand equity have positive effect on customer purchase intention.Study on the characteristics and innovation of this paper is mainly reflected in the following aspect: this paper chooses shopping website brand`s five dimensions : website awareness 、 perceived quality 、 website experience 、 website trust 、 website loyalty as independent variable and the customer purchase intention as the dependent variable, and joins in the degree of product involvement in the model construction to study its adjustment effect on the five dimensions of independent variable and dependent variable.