The Impact Of Presence Of Online Shopping On Consumers’ Purchase Intention

As the online shopping groups are becoming more and more mature,online shopping is no longer a simple payment order.Consumers of online shopping are now paying more and more attention to the service experience in online shopping.With the application of telepresence in the field of marketing,more and more scholars have begun to pay attention to its role in the online shopping process.But few scholars pay attention to how the sense of presence affects perceived risk and purchase intention in the process of online shopping.Therefore,this paper attempts to explore this problem through empirical research.Based on rational behavior theory,planned behavior theory and perceived risk theory,this study explores the relationship between the two dimensions of presence(social presence and spatial presence)and perceived risk and purchase intention as mediators and outcome variables.On the basis of the existing theories,this study selects a mature scale to measure online shopping consumers.First of all,it conducts a preliminary survey to determine the reliability and validity of the scale.In the formal investigation,the unqualified questionnaires were removed and 360 valid questionnaires were finally obtained.After statistical analysis of the data using SPSS and AMOS analysis software,the empirical results are as follows:(1)social presence and spatial telepresence have a negative impact on perceived risk.(2)social presence and spatial presence have a positive effect on purchase intention.(3)perceived risk has a negative impact on purchase intention.(4)Perceived risk plays an intermediary role in the role of social presence on purchase intention;perceived risk plays an intermediary role in the role of spatial presence on purchase intention.On the basis of the conclusion of the study,this study puts forward reasonable suggestions for the managers of online shopping platform and online shop owners,so that they can understand the characteristics of consumer consumption more,and make contributions to promote the development of online shopping market.