With the development of economy, online shopping has become more prominent, study found if a website has good quality dimensions will promote consumers to buy. Paper based on site characteristics, takes perceived risk and perceived emotional as intermediate variables using structural equation model (AMOS) to study consumers purchase intention. The results shown that the security impact on purchase intention by perceived risk, interactive and entertaining impact on purchase intention by perceived emotional, convenience and functionality directly impact on purchase intention.
This study has the hypotheses of the factors influencing customer satisfaction of the website features and model, and uses AMOS 7.0 structural equation analysis to process questionnaire data. According to the path coefficients of structure model and the indices of fit that verify the hypotheses, this study reaches a conclusion that the factors affect customer satisfaction of e-commerce mainly contain website economy, website security, website informative, followed by the convenience and website interactivity, and website popularity and entertainment has little impact on customer satisfaction. Most of the hypotheses of this study are supported by empirical research. And the conceptual model that customer satisfaction of e-commerce is decided by the website service quality consumers perceived and customers expectations is set up.
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