The Study of Interface Design of Online Shopping on Purchase Intention–Applying Structural Equation Modeling

• Main Authors: Ching-Wen, Pan, 潘靖雯
• Other Authors: Yi-Ju Yen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/nrr569

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 100 === Ｗith the development of information technology for the past few years, the utilization of internet has been rising and getting mature in the households and enterprises. This fact has affected consumer’s shopping channel selection. Consumers have transferred their consumption habits to the virtual store shopping, which has brought fascinations and miracles constantly in the online shopping. Therefore, enterprises and store owners have gradually paid more attention to the electronic commerce, and increasingly invested a great deal of resources to create diverse E-platform. Many potential entrepreneurs are trying to realize their dreams through E-commerce. However, while consumers have used online shopping more frequently, they have more and more requests in the online shopping. E-commerce operators have to provide unforgettable and amazing experiences for consumers in order to increase their value. This study used structural equation modeling to investigate the interconnections among interface design, purchase intention, shopping experiences, life style and loyalty. This study sent out 420 copies of questionnaire, and 397effective copies were collected. The findings are summarized as follow: Interface design positively affects purchase intention. Shopping experiences positively affects purchase intention. Purchase intention positively affects loyalty. Life style has moderating effect on interface design’s influence on purchase intention and shopping experiences.