Research On The Underlying Mechanism Of The Characteristics Of E-commerce Websites Effects On Internet Shopping Value

The continued prosperity of the online shopping market makes the competition between shopping sites become more intense.So to win the competition,it need to consider the construction of websites through the consumer shopping value.Consumers do online shopping to pursue utilitarian values and hedonic values,and the operation of e-commerce websites show that the characteristics of e-commerce websites will affect these two shopping values.Therefore,studying the underlying mechanism of the characteristics of e-commerce websites effects on internet shopping value is very important,on the one hand it can transfer these two kinds of shopping value to consumers better,on the other hand it can also help enterprises to position the site construction and service clearly according to the shopping value.This paper reviewed research related to this field,and find that the underlying mechanism of the characteristics of e-commerce websites effects on internet shopping value has never been studied in previous research.Based on this,this paper constructs and verifies a structural equation model to show the underlying mechanism of the characteristics of e-commerce websites effects on internet shopping value.The model included variables related to the websites' s objective function characteristics,websites' s subjective perception characteristics,shopping value,shopping behavior and attitude.The study aims to explore the underlying mechanism of the characteristics of e-commerce websites effects on internet shopping value.In this study,we take 560 consumers in Hangzhou and Guangzhou with online shopping experience as samples,using SPSS22.0 and AMOS 22.0 to analyze the data collected.The main conclusions are as follows: 1.Information richness,service interaction and design attraction show positive effect on perceived ease of use;system personalization show negative effect on perceived ease of use.Information richness,service interaction,service interaction show negative effect on perceived risk.System personalization,service interaction and design attraction show positive effect on novelty.2.Perceived ease of use show positive effect on the both utilitarian value and hedonic value.Perceived risk shows negative effect on the both utilitarian value and hedonic value.Novelty show positive effect on hedonic value.3.The utilitarian value and hedonic value of online shopping will affect the behavior and attitude of consumers.Hedonic value and utilitarian value will have a positive impact on the willingness to revisit websites and satisfaction,and satisfaction also positively affcet the willingness to revisit websites.4.The model results show that the objective function characteristics include information,system,service and website design can affect the consumer's subjective perception characteristics and consumer shopping value,and through the calculation of the influence coefficient of utilitarian value and hedonic value,we can see that information richness and services interaction influence consumer's utilitarian value,and system personalization and design attraction influence consumers' hedonic value.Finally,this paper summarizes the research results,puts forward some marketing suggestions for the future development and improvement of the online shopping website.Then we also summarizes the innovation and limitations of this study,and makes a prospect for the follow-up study.