网页可视性对用户网上购买意愿的影响实证研究

Empirical Study on the Impact of Web Visibility on Users' Willingness to Buy Online

随着网络零售竞争的加剧,如何提高消费者网购意愿并在竞争中胜出成为商家亟待解决的问题。论文分析了网页可视化各要素对用户网上购买意愿的影响,分析比较2D/3D网站在各要素方面的差异,并对100份样本数据进行实证检验。结果表明:网页的交互性、沉浸感、构想性对于用户购买意愿有显著正向影响;2D/3D网站的网页可视性对购买意愿的影响有差异。

With the intensification of online retail competition, how to improve consumer online shopping willingness and win in the competition has become an re＇gent problem tor businesses. The paper analyzes the itffluenee of various elements of webpage visualiza- tion on users＂ willingness to pro＇chase online, analyzes and compares the ditterenees of 2D/3D websites in various taetors, and con- ducts empirical tests on 100 sample data. The resuhs show that the interaetivity, imntersion and conception of the webpage have a significant positive impact on the user＇s willingness to purchase; the webpage visibility- of the 2D/3D website has ditterent influence on the pro＇chase intention.