Research On The Influencing Factors Of Shopping Guide Website User Behavior

Belonging to socialized e-commerce, the shopping guide website is an independent third-party Internet platform, which mainly offers recommender service. Though its advantages in intermediate services, it has to seek restructuring for its dependence on other shopping sites. With the growing quantity of the third-party shopping guide website, it’s time to consider how to build its website for the purpose of attracting customers, improving users’ viscosity, and being outstanding among others.Based on users’ viewpoint and the relative references, the study incorporates website building into brand building by introducing brand relationship, that is, brand satisfaction and trust, to establish influencing factor model of shopping-guide-website user behavior tendency, and meanwhile analyzes the relationship between the perception of service quality&capacity and user behavior tendency. Relying on the relative references and the sites’actual conditions, the perception of service quality is tested from five aspects of price superiority, convenience, operation difficulty, the sites’ contents and commodity safety, and the perception of service capacity is tested from the aspects of the sites’ credit, interaction, the-third-party trust and system safety. The study collects samples of open internet questionnaire, which are assessed and quantified by adopting the Liker-Scale measure from the perception of service quality&capacity, brand satisfaction&trust and users’behavioral tendency, and are deeply analyzed by applying SPSS Statistics Base17.0with ways of Descriptive, Bavaria Correlations, Linear Regression, n-way ANOVA etc.. As a result, operation difficulty and the sites ’contents affect user behavior tendency through brand satisfaction, and commodity safety have its direct positive effect. The sites’credit, the-third-party trust and system safety have positive effect through brand trust, and interactions have great effects directly and indirectly. In addition, users of shopping guide websites show different focuses on different types of shopping websites.At last, based on the empirical study, opinions are put forward, that is, shopping guide websites should offer full-scale worthy service among pre-purchase, mid-purchase and post-purchase. As for brand building, enhancing brand satisfaction and trust from users’ whole shopping experience is also needed. At the operational level, companies of shopping guide websites can enhance brand satisfaction by simplifying the process of operation and offering contents of individual requirements, enhance sites credit by building image according to the company’s overall goal, enhance communication by setting module of interaction and enhance brand trust by adopting strict selecting criteria for merchandise and seller and by offering safe technological environment.