The Influence Of Website Complexity On Consumer Purchase Intention

In recent years, with the development of Internet technology, online shopping is becoming daily and high frequency, it has a huge impact and change to people’s daily lives. Shopping Websites, as a media of online shopping, is very important for the consumers to make purchasing decisions when they can not meet the marketing staff face to face. But in the era of big data, the major shopping Websites and search engines provide an extremely rich information to the consumers, and these information will bring cognitive overload to the online shoppers. Therefore, in the era of information explosion, when consumers are shopping online, Will the overload of website information affect the consumer behavior? And how the impact happened? This is the starting point of this study.According to the research in the field of cognitive psychology and Multimedia teaching, the author will introduce a key variable-cognitive load, And through the literature review, the author explore the mediating role of the cognitive load between the Website environment (Website complexity) and consumer behavior (purchase intention) in the online shopping environment. Subsequently, according to the cognitive load theory and two-dimensional structural model of the cognitive load theory, the author explores the moderating role of the individual characteristics variables (Need for Cognition) between the Website environment (Website complexity) and cognitive load. The hypothesis of the study is about the relationship among the Website complexity, cognitive load, purchase intention and Need for Cognition.In this paper, According to experimental design and survey, the author has collected 358 samples data, by the use of statistical software, the following conclusions:The Website complexity has a significant positive effect on the cognitive load.The Website complexity has a significant negative effect on the purchase intention.The cognitive load has a significant negative effect on the purchase intention.The cognitive load plays a partial mediator role between the Website complexity and purchase intentionThe Need for Cognition has a significant negative effect on the cognitive load.The Need for Cognition has as significant negative moderating effect on the relationship between the Website complexity and cognitive load.This study introduces the variables of cognitive load, this enrich the theoretical basis of network marketing, and the research findings can provide some suggestions for the network marketing company’s marketing activities.