The Effect of Essential Online Elements on Consumer Purchase Intention: Insights from a Taobao Perspective

• 발행기관: 한국유통과학회
• 저자명: Zhou Feng Un-Kon Lee
• 간행물 정보: 『유통과학연구(JDS)』제13권 제5호, 15~22쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

Purpose – Transparency, seller reputation, and website security are considered to be important factors that influence online customer purchasing decisions in China. This paper empirically examines the relative influence of Taobao.com on customers’online purchasing decisions. Research design, data, and methodology – We perform structural equation analysis, with a sample of 306 observations. The data comes from consumers’ real transaction experiences from a specific website. This gives the results of our study more generalizability than studies using subjects who are not asked to engage in real transactions. Results – The results of this study reveal that perceived security and perceived reputation are critical factors affecting consumer trust and perceived transparency is most closely associated with purchase intention. Conclusions – The findings suggest that perceived transparency plays a significant role in increasing online consumer’s purchase intention. The knowledge of the relative impacts of these factors and their roles in the customer transaction experience will be useful in developing customized sales strategies. The results of this study reveal that perceived transparency exerts a stronger effec

목차

1. Introduction

2. Literature Review

3. Research Model and Hypotheses Development

4. Research Methodology

5. Empirical Analysis and Result

6. Implications and Conclusion

References

키워드

Perceived Transparency Perceived Reputation Perceived Security Customer Trust Purchase Intention