An Empirical Research On The Impact Of Consumers’ Online Web Experiences Upon Their Online Purchase Intention

Online purchase has been seeing a forteen-year’s increase since it was borned in1998inChina.Up to now online purchase nearly covers up every industry of this country, and peopleshopping online are still increasing as well. A research report was released in January thirteenin2012by iResearch noted that in2011, market size of online purchase grew nearly to800billion RMB, reached to773.56billion RMB, which is4.3%of total retail sales of consumergoods. At the same time,41.6%of broad band access netizens sticked in online purchase,which reached to one hundred and eighty seven million people.Years of market competition has seprated leader and follower online shopping market,consumers formed their website preference as well. Therefore, it is necessary to study whetherweb experience has significant effect on consumers’ willingness to buy when they arepurchasing online, as well as what factors of web experience contributed to consumers’purchase intention.This study reviewed related theories on web experience, mood, perceived risk andpurchase intention. Based on the lots of literature reading and analyzing, this paper introducedin the following concepts: web experience of ease of use, web experience of usefulness, visualexperience of web, price experience of web, product experience of web, service experience ofweb, and reputation experience of web, summed up as seven dimensions of the concept ofweb experience. This paper discussed the impact of mood and perceived risk on purchaseintention on the basis of the S-O-R model.Normative analysis and empirical analysis were used in this research. By reliabilityanalysis, confirmatory factor analysis, correlation analysis, regression analysis, and structuralequation modeling analysis, the following conclusions were concluded:Web experience has a significant positive impact on mood and perceived risk; one stepfurther, mood and perceived risk has a significant positive impact on purchase intention.The results of empirical analysis show that the online stores should improve the webexperience in all aspects to promote consumers’ positive emotions, and enhance theirawarenesses of shopping security to attract more consumers.