Online Store Image On Consumers' Online Shopping Intention Of Impact Study

The past two years, the global financial crisis had made economic decline in manycountries and companies. However, the e-commerce has brought rapid chance ofdevelopment with the help of financial crisis, and academic circles started to researchthe consumer behavior in the condition of network shopping. Predecessors to thephysical store of research found that the store image and consumer purchase intentionhave significant positive role in promoting, then this rule is applicable to the networkshopping environment of virtual store, remains to be validated. Therefore, this paperaims to study the influence mechanism between the store store image and consumersonline purchasing intention in the condition of network shopping.This study established the research framework through the reference to previousresearch results, and explores the network store store image to the influence ofconsumers online purchasing intention. Meanwhile, this paper introduces theintermediary variable that perceived value is, and puts forward the mechanism of theeffective model and the corresponding hypothesis about the three variables that storeimage and the brand shop reputation, the consumer’s online purchase intention arethrough the integration and analysis on the literature about the store image and theconsumers’ behavior.This study carried on the questionnaire survey by the universities of collegestudent’s consumers in the city of Chongqing, and uses the professional statisticalsoftware about SPSS19.0to analyze data by the167valid samples. The main researchresults are as follows, this research put forward the five dimension model of the storestore image, and developed the corresponding scale; the dimensions of Store storeimage are related to the perceived value; the relationship between the dimensions ofStore store image and consumers online purchasing intentions both are direct andindirect(through the variable of the perceived value).Finally the research put forward some business advice for the web retailers withthe marketing situation of network shopping market in China, meanwhile, this researchhas the certain reference significance to store the perfection of the store image andimprove market share for the web retailers.