چکیده:
Recently, internet is widely used in our daily life, caused online customer growing rapidly, then the amount of online store rising quickly. Therefore, it is an important issue for online stores to stand out from the crowd, even boost sales and profit. Many enterprises had invested resource on online store, but great amount of stores were closedown. The major reason is operator spend many efforts on valueless marketing campaign, caused popularity and repeat purchase intention raising ineffectively, finally folded up online store. Consequently, this research summarizing the critical factors for online store operating, and using structural equation model (SEM) to establish “Online Store Popularity Effect Model”. Through the model, this research can understand (1) relationship between online store popularity and marketing campaign, service quality, product power, website design; (2) effect between purchase intention and customer value, brand image; (3) moderating impact of consumption ability. This result not only indicates the critical point that enterprise should call more attention, but draws a whole new perspective for academic researcher.
خلاصه ماشینی:
Through the model, this research can understand (1) relationship between online store popularity and marketing campaign, service quality, product power, website design; (2) effect between purchase intention and customer value, brand image; (3) moderating impact of consumption ability.
And, further strengthen each related marketing activity (2) increase online store performance by configuring resource appropriately (3) effectively manipulate and promote customers' intention of purchase by paying attention to critical dimension and issue excluding the online store popularity.
B. Online Store Popularity Effect • Customer's value Kim, Gupta, and Koh (2011) proposed a measurement scale for customer value, including 6 dimensions: (1) price; (2) functional quality of the merchandise; (3) community self expression; (4) social support; (5) aesthetics; (6) playfulness, and 3 variables: (1) curiosity; (2) good impression; (3) reliable.
Rahimizadeh, Sajadi, Goodarzi, and Ghamati (2012) considered an appropriate marketing activity of online store would attract more people visit the web stores and further promote its popularity.
So, this research proposed the following hypotheses: H5: Online store popularity positively and significantly affects customer value.
Therefore, this study believes that a sound brand image of online store would affect customers' cognitive on merchandise and service accelerating purchase intention.
So, this research proposed the following hypotheses: H9: Online store brand image positively and significantly affects purchase intention.
Thus, this research proposed the following hypotheses: H10: Consumption capability would moderate the online store popularity and affect the result of purchase intention Data Analysis The questionnaire of this study took “Likert7-point scale” method as the scale of questionnaire.
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