The Impact Of Information Characteristics Of Shopping Website On Consumers' Purchase Intention

With the development and application of Internet technology,consumption concept changing and the improvement of people's consumption level,based on commercial enterprises compared to traditional brick and mortar businesses to provide more quality and convenient services to consumers,online buying patterns show most trendy now and hot.In this paper,the information feature of shopping sites as the starting point,perceived risk as the breakthrough point,combined with the actual situation of China's online shopping,has a research on the influence mechanisms of the information feature of shopping sites reflecting on consumer willingness to buy,on the basis of the consult form in related research scholars from home and abroad,with experts and online consumer interviews to finalize the construction shopping site,product quality,service quality,online reviews,benefits promotion and merchant feedback information the six dimensions as the impact of online consumer purchase intention antecedents variables,perceived risk as the mediating variables,build a consumer shopping site features information on willingness to buy influence theoretical model,and propose hypotheses.After recovering the questionnaire data samples form questionnaires,using SPSS and AMOS statistical analysis software to descriptive statistical analysis,reliability analysis,exploratory factor analysis and confirmatory molecular analysis,correlation analysis and regression analysis,and testing proposed hypotheses.Obtain the following conclusions:(A)all six dimensions of features information of shopping site reflected on online consumer purchase intention have a significant positive effect;which information of benefits promotions and online reviews on consumer willingness to buy is the greatest impact;(B)the construction shopping site,product quality,service quality,online reviews and merchant feedback information the five dimensions reflected on perceived risk of online consumers have a significant negative impact,but the information of benefits promotions have a significant positive impact on the perception of risk;which information of the construction shopping site and online reviews on perceived risk of online consumers is the greatest impact;(C)the perceived risk on consumer purchase intention have a significant negative impact;(D)perceived risk has a mediation function between all the six dimensions of shopping site information to consumer willingness to buy mediates.Finally,according to the results of empirical research,proposed policies and measures on shopping site how to showing the information,which is the consumers want to and business want to reduce the perceived risk and promote consumer willingness to the purchase.