The Impact Of Online Shopping Information Context On Consumers’ Purchase Intention

In online shopping context, consumers can not have direct contact with products. So most of times they have to make purchase decisions based on the external cues that are available in the online purchasing environment. Therefore, the research of multi-cues in online purchasing environment has been popular.This research studied how multi-cues impact consumers’purchase intention. The study implemented2(product type, low price frequently purchased vs. high price unfrequently purchased)×2(Brand familiarity, high vs. low) x2(presence, high vs. low) x2(reputation mechanism, high vs. Low) experiment design. It researched in different types of products, the influence of brand familiarity, presence and reputation mechanism on consumers’online trusts and purchase intention. Based on the real B2C online shopping website, this study designed16websites to test the participants response to the multi-cues context. The conclusions are as follows:1. Multi-cues in online shopping environment have significant influence on consumers’online trust and purchase intention. In online shopping context, brand familiarity, presence and reputation mechanism have positive relationship with consumers’online trust and purchase intention.2. In online purchasing environment, the impact of different cues on consumers’ online trust and purchase intention are interacted.3. For different product types, the influence of online purchasing cues on consumers’online trust and purchase intention are different. Product type has a moderating effect on the relationship between brand familiarity and online trust, and brand familiarity with purchase intention.4. Online purchase cues impact consumers’purchase intention through online trust.