Empirical Analysis Based on Online Shopping Influencing Factors of Website Characteristics College Students in Kunming for the Survey

Abstract

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.

Website Quality and the Role of Travel Perceived Risk in Influencing Purchase Intention: A Study on Bali Tourism Board’s Official Website

“…A study on online shopping at Kunming confirms that ease of use has significant both direct and indirect effect towards purchase intention [40]. The influence of information quality and purchase intention results in various effects; Of the online shopping at Kunming, information quality does not significantly affect the purchase intention [40] whereas of the flight ticket service in Mongolia, it has significantly positive effect [10]. Additionally, Interaction quality holds significant influence towards purchase intention on the study of online shopping at Kunming [40].…”

“…[15] and [39] prove that webqual holds significant influence over purchase intention. A study on online shopping at Kunming confirms that ease of use has significant both direct and indirect effect towards purchase intention [40]. The influence of information quality and purchase intention results in various effects; Of the online shopping at Kunming, information quality does not significantly affect the purchase intention [40] whereas of the flight ticket service in Mongolia, it has significantly positive effect [10].…”

“…The influence of information quality and purchase intention results in various effects; Of the online shopping at Kunming, information quality does not significantly affect the purchase intention [40] whereas of the flight ticket service in Mongolia, it has significantly positive effect [10]. Additionally, Interaction quality holds significant influence towards purchase intention on the study of online shopping at Kunming [40]. Risks such as physical risk, performance risk, social appreciation risk, time and psychology risk, financial and personal satisfaction risk, have significantly negative influence over travel intention [19].…”

Internet Addiction among College Students in China and Its Underlying Causes

“…College students are particularly prone to making pointless purchases because they are so fascinated by the excitement of internet shopping. In addition, simple access to online loan platforms exacerbates their excessive shopping, pushing their living expenses over their planned spending limits (Yang, 2015). These factors combine to keep their urge for consumption stimulated.…”

The Impact of Advertising Visibility on Consumers’ Online Impulse Buying Behavior

“…Li Yun studied the influencing factors of college students' impulse buying intention in the online purchasing environment, divided the environmental factors that promote college students' impulse buying into internal and external parts, and constructed corresponding theoretical models. The research results indicate that college students' personality traits, multi effect interactions, and diversity with the external world are more likely to encourage consumers to engage in impulsive consumption; The external factors of websites as shopping channels will not affect consumers' impulsive consumption [24]. Li Yifan conducted a study on impulsive consumption through online promotion methods.…”