Research On The Influence Of Online Store Characteristics On Brand Image And Consumers Online Purchasing Intention

With the development of network economy and platform economics, and theimprovement of e-commerce service platform and system, virtual stores and entitystores co-exist and online shopping has become a fashion. Due to low barriers to entryand qualification make online store rapid development and present a disorder, white-hotcompetition. Different from the entity shop, online store’s page image design is the onlyway to consumers’ sensory impact, however, due to the lack of professionalguidance, image design is complex so that the consumers dazzled and unable to makeeffective purchase to intention selection. Most existing researches directly study thewebsite design influence on consumer purchase intention, this paper introduces thebrand image as an intermediate variable, summarizes the online shop characteristics,explore the impact of store characteristics on brand image and purchase intention.In this paper, sort out and summarize relevant literature and clearly define theconnotation of the shop characteristics, brand image and consumer purchase behaviorintention and their dimensions, and build the mechanism model between the threevariables. College students in Taiyuan is as the objects of survey to design andissue questionnaires. Use the professional statistical software SPSS21.0to analyze thedata, which included descriptive analysis, factors analysis and variances analysis. Verifythe relationship between the shop characteristics, brand image and consumer purchasingbehavior intention by using the structural equation.The study conclusions show: the shop characteristics can be divided into threebasic dimensions, including web structure design, information design and delivery andservice quality. The brand image as an intermediate variable can be divided intocorporate image and user image and product image of three basic elements. Web designis more professional, the message is simple and clear and pre-sales and after-salesservice attitude is better that are more conducive to enhance the brand image. Theascension of the brand image is helpful to improve consumers’ willingness to purchaseand increase the purchase behavior.Finally, combining the research conclusion, this paper puts forward constructivesuggestions for the problems in structure design and information transmission that canbe helpful to regulate the competition order, to promote the product brand image andimprove the consumer satisfaction or brand loyalty.