The Syudy On Website Selection Intention Considering Involvemwnt And Website Reputation

As a new mode of shopping, online shopping is becoming more and more popular with the development of the internet. E-commerce shopping websites is developing. On the one hand, the prosperity enriches the variety of online goods for consumers’choice, on the other hand, it also makes E-commerce shopping websites in danger of being eliminated with the increased competition. How to get more consumers in the fierce competition is an issue that concerned by every E-commerce shopping website. This paper attempts to study on the website selection intention to figure out the influence factors and mechanism, so that it can offer some reference opinions to help E-commerce shopping websites to improve their own to get more consumers.In this paper, based on previous studies, considering from product and website, we establish a model from the perspective of the consumer perception which takes perceived product quality, perceived website quality, perceived product cost and perceived website risk as the independent variable, takes perceived value as the mediating variable, and takes website selection intention as the dependent variable, and propose appropriate assumptions. We use the questionnaire method to obtain empirical data, and do descriptive analysis, exploratory and confirmatory factor analysis, structural equation analysis, multi-group analysis to the date to verify the assumptions. Empirical analysis shows that the theoretical model proposed in this paper is basically supported. The result shows as below. Firstly, perceived product quality and perceived website quality have a significant positive effect of website selection intention, and perceived product cost and perceived website risk’s effect is negative. Secondly, the mediating effect of perceived value is significantly, namely the four independent variables have an indirect effect of website selection intention via perceived value in addition to the directly effect. Thirdly, cognitive involvement and emotional involvement have moderating effect on website selection intention. When cognitive involvement is high, consumers pay more attention to perceived product quality and perceived website risk and when it is low, perceived website quality is more considered. When emotional involvement is high, perceived product quality have a relatively large impact and when it is low, perceived website quality is more considered. Fourthly, website reputation also has moderating effect on website selection intention. Compared with low website reputation, when website reputation is high, perceived website risk’s impact on website selection intention is significantly lower.Finally, I make recommendations based on the results of this study, hoping E-commerce shopping websites can take them as a reference to improve and attract more consumers.