Author(s)

Yang Liu, Ziying Zhao, Xiaoli Wu, Mingru Zhu, and Chunyan Qiu

Corresponding Author

Mingru Zhu

Abstract

It is of great significance to study the influence of online shopping characteristics on consumers’ shopping intentions for the establishment of online shopping platforms’ marketing strategies. Based on the SOR theory, this paper divided the online shopping characteristics into four dimensions: ease of use, visuality, Interactivity and entertainment. At the same time, this paper constructed a research model of online shopping characteristics and consumer purchasing intention based on the perspective of shopping experience value. Data were collected through questionnaires, and hypothesis were tested by SPSS and Smart PLS. Results showed that ease of use, visuality, Interactivity and entertainment have significant positive influence on consumers’ shopping experience value and then affect consumers’ purchasing intention.

Keywords

Online shopping, Shopping experience value, Consumers’ purchasing intention, SOR model