Research On The Action Mechanism Of Website Characteristics On Customer Purchase Intention

Currently,online shopping is increasingly more and more popular.However,behind of the online shopping boom,which of them have some prominent problems,such as consumers in the online shopping cannot directly touch the merchandise,which not only can not meet the tactility perceived needs of consumer,also increased the concerns of consumers.Many studies show that the lack of consumer trust and virtual touch has become the main obstacle to the further development of online shopping 。 In addition,as the number of shopping sites increases,lead to supplier market on the network constantly expanding,exacerbated the competition between the shopping sites.Therefore,Find out what characteristics of website attract consumers to become a precondition of the online retail industry marketing.On the basis of reviewing the past literature and referring to the results of previous studies,this paper divides the website features four dimension,namely:knowledge,interactive,vivid and security.Then,established a website characteristics,trust,virtual tactility and the relationships between consumer purchase intention modal.At the same time,the empirical study used questionnaire and 407 valid samples were obtained,using the statistical analysis tool spss17.0 and lisrel8.70 to analysis of the collected data and testing hypotheses.The results showed that: :site knowledge,interactive,vivid and security can both positive influence consumers trust;site knowledge,interactive and vivid on virtual tactility has a significant positive effect;trust and virtual tactility of the purchase intention of a significant positive effect,Finally,according to the results of this study,We provide recommendations to marketing strategy for online retailers,at the same time,we discuss the limitations of this study and future research directions.