Research On The Impact Of Perceived Quality On Purchase Intention Based On Online Consumer Heterogeneity

Online shopping has become an indispensable part of modern social life,and most consumers also benefit from its convenient,high-quality,affordable,and multiple choices.When shopping online,consumers can easily switch between different businesses.However,online shopping has the disadvantages of not being able to directly contact the seller,directly touching the product,and having a large price difference between similar products.After perceiving the quality of the goods purchased by the platform and the service quality of the platform’s online merchants during the purchase process,online consumers can determine whether they are trustworthy,thereby determining whether consumers are willing to purchase.Understanding consumers’ online purchases on the platform and clarifying the factors of consumers’ purchase intentions are of great significance for the platform and online merchants entering the platform to attract customers and gain market share in online shopping.In addition,consumer heterogeneity is necessary for platforms or online businesses that provide differentiated services to consumers.Therefore,it is meaningful to explore the factors that affect online consumers’ purchase intention from the perspective of consumer heterogeneity.In order to explore the differences between perceived quality,perceived trust and purchase intention of different types of consumers,this paper builds a theoretical model of the relationship between perceived quality,perceived trust and purchase intention based on S-O-R theory.The model divides perceived quality into two dimensions: perceived product quality and perceived logistics service quality,and divides perceived logistics service quality.It specifically includes four dimensions of timeliness,reliability,convenience and responsiveness,and carries out empirical analysis.In this paper,Bootstrap method and PROCESS plug-in were used to analyze the mediating effect between perceived trust and consumers’ perceived quality and purchase intention,and multi-group analysis method was used to study the difference of path influence of heterogeneous consumers with different genders,ages and consumer psychology in the model.The results show that there is a significant positive relationship between perceived quality and perceived trust;Perceived trust positively affects consumers’ purchase intention;Perceived trust has a mediating effect in the model;There are significant differences in the impact of model path among different gender,age group,and consumer psychology groups.Based on the above conclusions,this article proposes the following recommendations:Online merchants should fully understand the individual characteristics of customers and conduct market segmentation,adopt differentiated marketing strategies for different customer groups,and provide differentiated services.