Research On The Influence Of Online Servicescape Of The Mobile E-commerce On Consumer's Purchase Intention

In the era of rapid development of information technology,mobile e-commerce has an increasingly important impact on our daily lives.The scene atmosphere and content provided by the mobile terminal are also becoming more and more abundant,and consumers are increasingly relying on mobile e-commerce.The online servicescape provided by the online store displays rich product information in different ways.It is a research problem that how online servicescape in mobile terminal influences the consumer's emotion,and then influences their online purchase intention.This study regards the mobile e-commerce consumers as the research object,based on the stimulus-organism-response(S-O-R)theoretical model and the regulatory focus theory to explore the impact of online servicescape on consumer purchase intention.This study regards aesthetic appeal,functional layout and financial security as external variables,takes website attachment,flow experience and social presence as the intermediate variables,regards the consumer's purchase intention as dependent variable and takes the regulatory focus type of consumers as moderating variable to construct research model and put forward the research hypotheses.This study applies the questionnaire survey and uses structural equation model for empirical research,and verifies the hypotheses.The experimental results show that the aesthetic appeal will positively affect the website attachment of mobile e-commerce consumers;aesthetic appeal,functional layout and financial security will positively affect the mobile e-commerce consumers' flow experience;functional layout will positively positively influence the mobile e-commerce consumers' social presence;the social presence of mobile e-commerce consumers will positively affect their flow experience;the e-commerce flow experience of mobile e-commerce consumers will positively affect their website attachment;the mobile e-commerce consumers' flow experience will positively affect their purchase intention;the mobile e-commerce consumers' regulatory focus type can moderate the website attachment to consumers' purchase intention;the mobile e-commerce consumers' regulatory focus type can also moderate the flow experience to consumers' purchase intention.