The Research On The Influence Of Mobilephone E-shop's Professionalism On The Customers' Purchasing Intention

In recent years,with the continuous advancement of information technologies such as 4G high-speed network and WiFi technology and the popularization of various types of smart terminals,a variety of innovative activities have emerged in the mobile Internet field.Among them,mobile shopping is the fastest growing area for mobile Internet market and users.To gain a competitive position in the mobile shopping market,it is necessary to have a more complete and clear understanding of consumer purchasing intention.The Mobilephone e-shop's professionalism is an important factor influencing consumers' purchasing intention,and it is a factor that can be improved by mobile shopping service providers.Comparing the PC online shopping,the professional factors of the mobile phone e-shop present unique features,and different context features have a certain impact on consumer sentiment and behavior.Based on the S-O-R model,this paper studies the mechanism of mobile phone e-shop's professionalism on consumers'purchasing intention,introducing an emotional variable,and discusses its mediating role in the process of mobile shop specialty affecting consumers' purchasing intention.This article first reviewed consumers' purchasing intention,mobile phone e-shop's professionalism,and emotionally related Chinese and foreign literatures.Based on this,it built a theoretical model for the study of the influence of mobile terminal shop specialty on consumer purchase intention,and proposes relevant hypotheses;Questionnaire surveys were used to conduct pre-investigations.The reliability and validity of the questionnaires were tested,and the semantic adjustments and mistakes were corrected.Then use questionnaires to issue formal questionnaires and collect data.Use SPSS 19.0 software to perform data analysis and hypothesis testing on 277 valid questionnaires.Through empirical research,there are mainly these conclusions:(1)The mobilephone e-shop's professionalism is divided into four dimensions:experience design,information,service and interaction design.The direct influence of different dimensions on consumers' purchasing intention is different.Among them,experience design,information and interaction design dimensions all have a direct positive effect on consumers' purchasing intention.Service's effect on consumers'purchasing intention is not significant.(2)The mobilephone e-shop's professionalism indirectly affects consumers'purchase intention through emotion.Mobilephone e-shop's professionalism has a direct positive effect on emotion,and emotion directly and positively influence consumers'purchasing intention.Mood plays an important mediating role in the influence of mobilephone e-shop's professionalism on consumer purchasing intention;among them,emotion plays an intermediate role in the influence of experience design,information and interaction design on consumers' purchasing intention.