Influence Of Website Design On Online Consumer Purchasing Intention

With the development of online shopping and growing demand of online consumers’ personal needs, it is of great significance to study the influence of website design factors on online consumer behavior. How to determine the impact of web design key factor on online consumer behavior, and manage one of the controllable factor to help create a positive image or a "customers’ favorite" image, is of significant meaning,which would directly help the online shoppers create differentiated advantages from those of competitors..This paper aims at the research of the influence of website design factors on consumer purchase intention.Based on previous related papers and TAM model,hypothetical model of this study is proposed, and the questionnaire is created The enterprise edition of sojump platform is used to collect data, and the questionnaire involves six variables:web functional design, web content design, web page design, perceived availability, perceived ease of use and customer purchase intention.174valid questionnaires were collected and descriptive analysis, factor analysis, variance analysis and path analysis were taken to understand the characteristics of the user and together the hypothesis presented in this research was verified, The results showed that: website design factors not directly influence consumers’ willingness to buy but to have an impact through perceived usability and perceived ease of use.On the basis of the results of the questionnaire analysis, further investigation were extracted by page layout factor which was paid higher degree of concern.Scenario simulation experiments was taken and the method further analysis of four different types of page layout degree of influence on purchase intention. After the emotional end of the first test as experimental measurements, this study T-type, POP type, symmetrical, mouth and other four types of web page layout screenshot presented to the subjects, the emotional response of their choice and to buy time to see the page willingness degree. Through the analysis of the data collected showed that there were significant differences in the perception of different emotions and page layout consumer willingness to buy:Web page layout of the T-shaped layout can lead to consumers’ willingness to buy, followed by symmetrical page layout, POP type compared to the other three types of page layout structure, the minimum level of consumer willingness to buy influence. Meanwhile, in order to further verify the impact of the mechanism, the study of the experimental data for further analysis with a conclusion:the emotional interaction with the page layout of an impact on consumers’ purchase intention.