Empirical Analysis Based on Online Shopping Influencing Factors of Website Characteristics College Students in Kunming for the Survey

Abstract:

With the development of economy, online shopping has become more prominent, study found if a website has good quality dimensions will promote consumers to buy. Paper based on site characteristics, takes perceived risk and perceived emotional as intermediate variables using structural equation model (AMOS) to study consumers purchase intention. The results shown that the security impact on purchase intention by perceived risk, interactive and entertaining impact on purchase intention by perceived emotional, convenience and functionality directly impact on purchase intention.

• Periodical: Applied Mechanics and Materials (Volume 389)
• Pages: 985-989
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.389.985
• Online since: August 2013
• Authors: Lu Ming Yang, Xu Zhao Yang, Ducang Hai Li
• Keywords: Perceived Emotional, Perceived Risk, Purchase Intention, Website Characteristics

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