Research Of Online Store Price Image On Consumers' Purchase Intention

With the rapid development of online electric business platform,the online shopping showed a trend of diversification,the proportion of consumers' use of computers and mobile phones for shopping increased year by year,in the process of online shopping,consumers will inevitably to evaluate and compare the prices of the goods,quality and a series of characteristics,their purchase decisions are affected by online retailers price image and the price fairness perceptions,in addition,different consumers have different characteristics in the process of shopping,shopping evaluation process and psychological mechanism is also different,thus leading to different purchase intention and purchase decision.In this paper,under the online environment,we will study the retailer price image on consumer purchase intention through perceived price fairness,and introduce the consumer characteristics,including product involvement degree,product knowledge and price consciousness,to research its moderating role between price image and perceived price fairness.On the basis of literature review and theoretical research,this article will focus on two dimensions of online price image,and build the theoretical model of "price image on consumer purchase intention",four research hypotheses are put forward.scale is designed according to the foreign mature scale,and combined with the feature of Chinese consumers,and through pilot test,to obtain the formal questionnaire.Using the SPSS17.0 and Mplus6.0 to make descriptive analysis of recycling of 188 valid questionnaires.By reliability and validity analysis,regression analysis and independent samples T test to verify this hypothesis.Through empirical research,the main following conclusion is drawn:(1)online retailers prices image is composed of multiple dimensions,including the price guarantee and provided brand;Price image has a positive significant influence on perceived price fairness;Distributive justice and procedural justice has a positive significant influence on purchase intention;Price image has positive significant influence on purchase intention.(2)the consumer characteristics has a moderating role between price image and perceived price fairness.Different product involvement degree has no influence on price fairness perceptions;compared with consumers of low product knowledge,consumers of high product knowledge is easier to have a significant impact on perceived price fairness under the stimulus of the price image,and then affect purchase intention.Different price consciousness has no influence on distributive price fairness under price image stimulus,but an influence on procedural price fairness,namely higher price consciousness than lower price consciousness is easier to affect procedural price fairness,thus price consciousness a moderating role between price image and perceived price fairness.(3)offer some advice for Internet retailers.Retailers should start with and guarantee store price image,focus on provided brand,make sure customers will form good price fairness perceptions of online store under the stimulation of good price image,in addition,retailers should pay attention to take consistent and fair service attitude to each customer,improve consumer fairness perception in the shopping process,and thus enhance the purchase intention.