Research On The Influencing Factors Of Online Purchase Intention Based On Consumer Sentiment

With the rapid development of the Internet,the number of Internet users in China is increasing,and people's life style has changed greatly.As a new way of shopping,online shopping has become a popular choice for many consumers.Compared with other ways of shopping,online shopping has a series of advantages,such as lower shopping cost,convenient product search and wide range of products,which has been favored by the vast number of consumers.In the process of online consumption,there are a variety of factors that will affect the consumer's purchase intention and then affect consumer's purchase behavior.And the research on the influencing factors of online consumer's purchasing intention has become one of the hot topics in the field of consumer behavior analysis.Thus,for e-commerce platforms and online retailers,they need to understand what factors will influence consumer online purchase intention,and then make reasonable management strategies to improve their competitiveness in the fierce competition in the electricity market.On the basis of consumer sentiment,this paper analyzes the influencing factors and the influence mechanism of online purchase intention.Firstly,this paper reviews the theories of consumer sentiment,purchase intention and consumer purchase behavior.Then,based on reading a lot of literature and summarizing,this paper puts forward four influencing factors of shopping enjoyment,website shopping experience,perceived risk and social interaction,and meanwhile introduces consumer sentiment as the intermediate variable,which is divided into two dimensions: pleasure and arousal based on PA model.After that,this research uses the four factors mentioned above as stimulus with the combine of S-O-R model and proposes the research hypothesis and conceptual model to discuss the influence of them on consumer emotion and how the consumer sentiment influences the purchase intention,and then draws the conclusions.This paper uses online and offline questionnaire survey to obtain the research data,and uses SPSS software to analyze the data.Through empirical analysis by constructing structural equation model(SEM)with the help of AMOS software,this paper finds that shopping enjoyment,website shopping experience,socialinteraction can positively affect consumer sentiment,perceived risk has a negative impact on consumer sentiment,while consumer sentiment and consumer purchase intention are positively correlated.In addition,this research also discovers that,in the online shopping environment,compared with the pleasure emotions,arousal emotions are more likely to lead consumer's willingness to buy.Finally,according to the above research conclusions,this paper puts forward the corresponding marketing suggestions for the electronic business platforms and online retailers.And the results of this study can help electronic business platforms and online retailers to have a better understanding of the rules of consumer sentiment,which has a certain reference significance for making their marketing strategies.