The Motivating Effect of Antecedent Stimuli on the Web Shop: A Conjoint Analysis of the Impact of Antecedent Stimuli at the Point of Online Purchase

Today, the determinants of second-hand shopping are not comprehensive and are limited to physical stores; and most of the previous research has largely ignored the factors that motivate the online purchase of second-hand products. Considering the great accessibility of second-hand products through online retailers and stores, we will examine why consumers purchase second-hand products online; and further, whether price consciousness moderates the purchase behaviour of used products online.In this context, the purpose of the present research is to examine what factors determine consumers’ purchase behaviour of second-hand products online; and further analyse the moderating role of consumer price consciousness in online second-hand purchase behaviour. For this purpose, based on the second-hand shopping motivation theory a conceptual model of second-hand online purchase behaviour is proposed and empirically tested on a sample of405consumersthrough Structural Equation Modelling (SEM). Findings show that consumers are driven mostly by environmental motivations when purchasing second-hand products online, followed by trust towards the online store and economic factors. Interestingly, ethical motives exert a negative impact on second-hand purchase behaviour, which could be perceived by individuals as other kind of overconsumption. In addition, results indicate the moderating influence of consumer price consciousness on the purchase intention of second-hand products online. This study extends the literature on second-hand shopping through an empirical examination of the factors influencing consumer purchase behaviour of used products through online stores.

This study examines consumer buying behavior toward online shopping of Daraz in Kathmandu Valley. Thw dependent variable is consumer buying behavior. The independent variables are advertisement, price, return policy, product risk, and trust on online shopping. The study is based on primary data with 142 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors influencing consumer buying behavior toward online shopping (Daraz) in Kathmandu valley. The study shows that advertisement is positively correlated to consumer buying behavior. It means that increase in advertisement in Daraz leads to increase the consumer buying behavior in people. Similarly, there is a positive relationship between price and consumer buying behavior. It means that better the price, lead to positivity in consumer buying behavior. Furthermore, there is a positive relationship between return policy and consumer buying behavior. It indicates that increase in return policy leads to increase the efficiency of consumer buying behavior. In contrast product risk has a positive relationship with consumer buying behavior. It means that less product risk, leads to increase the consumer buying behavior. Similarly, there is a positive relationship between trust on online shopping and consumer buying behavior. It indicates that increase in trust leads to increase the efficiency of consumer buying behavior.

Online shopping is a growing phenomenon worldwide and with increase in internet penetration India too is witnessing a surge in online shopping. Consumer buying behaviour is a widely researched area but online buying behaviour is a relatively new field of study. Marketers are trying to understand the online buying behaviour of Indian consumers so that they can look out for new ways of identifying distinct profitable customer segments and targeting them better. Marketers need to know who are the online customers , what are they buying online and why, what prevents them from buying online , what other factors affect their online buying behaviour, does social media have any influence on their buying behaviour. Although very few studies have currently been done on Indian consumer-buying behaviour, and especially on the role of gender, there are indicators that different findings from those from the West may evolve. This paper aims to identify the factors that affect the online buying behaviour of women particularly homemakers in Western suburbs of Mumbai .Educated, urban homemakers form a significant prospect for traditional retailers. The question that arises is whether this segment is also buying online or has remained untapped by the e-retailers? Research has examined the role of different factors on individuals ecommerce adoption, such as geography and store accessibility, perceived risk and online shopping benefits, typology of online stores, enjoyment and trust in Web sites , gender differences in attitudes toward online shopping ,and impact of consumers socio-economic conditions (Sorce, Perotti, and Widrick 2005; Farag et) .Dennis, Morgan, Wright and Jayawardhena in the article, “The influences of social e-shopping in enhancing young women’s online shopping behaviour”, in the Journal of Customer Behaviour states that in the traditional world, women do most of the shopping but online, it is the reverse . Why should this be? Could it be that that online shopping (e-shopping) lacks the social experience of brick and mortar shopping. An empirical study through online survey was conducted on 56 homemakers in western suburbs of Mumbai across the age group of 25-45 yrs. The quantitative and qualitative research aimed to analyse the buying attitudes of homemakers, influence of social media on their buying behaviour and other factors that effect their purchase decision online. It also attempts to explore the brick and mortar buying behaviour vs. online buying behaviour of the target audience. The study has its limitations as the sample size is too small to provide definitive information for marketing strategies to be developed, however it provides cues on which marketers can go into further depth to commission large scale research, given the opportunity that obviously exists.

Online shopping has become a popular trend nowadays because more and more people are buying products online due to the continuous development of technology. People's increasing concerns about online shopping have become the key element for changing their consumer buying behaviour. Due to the current situation of COVID19 and the changes of the era, many people buying products through online shopping. People think that buying products or services through online shopping can bring them convenience. Many companies move their business to online business because online business can help companies earn more sales and promote their products and services online to attract more new customers. Therefore, online shopping has become a popular trend nowadays, and more people are concern about online shopping. This is because consumers might consider the security of the websites, the usefulness, price, service quality of the products or services before they purchase through online shopping. With the rise of e-commerce, the number of online buyers is also increasing along with it. In 2020, the number of online buyers worldwide is expected to be 2.05 billion (Mohsin, 2020). Besides, a report shows the ranking of the mobile shopping apps in Southeast Asia. Lazada apps was the highest ranking in Malaysia, Singapore, Thailand and Philippines in 2019. For Vietnam, Shoppe apps was the highest ranking (Moey, 2019). According to Statista (2020), the report shows that in 2021 and 2022 the number of online shoppers in Malaysia is expected to reach 2.2 million and 2.53 million respectively. So, this research aims to make a clear understanding of consumer buying behaviour towards online shopping. The factors that have been shown in this research are trust, perceived risk, perceived ease of use, service quality and information. This research has discussed the fundamental research and clearly understand consumer buying behaviour and those factors that affect consumer buying behaviour towards online shopping. Keywords: Buying Behaviour, Trust, Perceived Risk, Perceived Ease Of Use, Service Quality

Globalization processes rapidly advance information and communications technologies that influence social, economic, and cultural changes and transform consumers' needs and buying behavior in online shopping. Business sector organizations operating in a dynamic environment have to adjust to the environment's uncertainty, consider the changing needs of consumers and find effective and efficient ways to create a unique value for them. However, researchers and business practitioners have different interpretations and assessments of the factors influencing end-user purchasing behavior in the internet space. Therefore, the main problem area is how to assess which approach more comprehensively reflects and conveys the online market reality related to consumer buying behavior. This study examines these issues by combining various researchers' and business practitioners' positions to assess factors influencing consumers' decision-making in online shopping. This study aims to evaluate the critical factors related to e-shop characteristics and the product features that significantly impact consumer buying behavior in online shopping. Scientific literature review showed that the most crucial e-shop characteristics are e-shop design, e-shop informativeness, e-shop convenience, e-shop security, and e-shop popularity. From product features' perspectives, scientists and business practitioners mainly focus on product design and packaging, price, brand, customer reviews, and delivery time. Research methods such as scientific literature analysis, survey (structured questionnaire), correlation, and regression analysis were used to achieve the research goal. The survey results demonstrated that Lithuanian customers prefer traditional shopping compared to online purchases. As a result, the investigation results indicate that online purchases in Lithuania are still a growing market. Depending on survey results, the most crucial e-shop characteristics affecting Lithuanian customer buying behavior in online shopping were identified as e-shop design and e-shop security. Furthermore, the most influencing product features related to customer buying behavior in online shopping were product design and packaging, product price. Correlation and regression analysis proved that significant factors are e-shop design, e-shop security, product design and packaging, product price, and customer reviews for Lithuanian buyers in online shopping.

Purpose- Online shopping has been growing rapidly in many countries including in Turkiye. The shifting of consumer behavior has been driving force of the existance of e-commerce. One of the popular e-commerce in Turkiye is Trendyol. In order to improve consumer’s experience in using Trendyol, some features are applied. Electronic consumer relationship management (E-CRM) features are main factors contributing to the success of e-commerce. The purpose of this research is to examine the influence of electronic customer relationship management (e-CRM) applied by Trendyol towards consumer purchasing behavior. This research will reveal the most interesting features of e-CRM dimensions from consumer’s perspective in using Trendyol. The e-CRM features investigated on this study are the ease of navigation, information quality, payment options, personalization level, rewards, security and privacy policy. Methodology – A quantitative study using SPSS (Statistical Package for Social Sciences) software is conducted to examine the respondents’ answers. A total of 385 respondents who are the users of Trendyol in Ankara, Turkiye has been chosen through random sampling method. First, this study conducts the demographic analysis to understand consumers’ preferences in doing online shopping in Ankara, Turkiye. Second, this study performs the validity, reliabilitu, and distribution analysis to determine the feasibilty of respondents’ data towards research framework. Next, this study conducts Pearson Correlation Analysis to determine the correlation level between each dimensions toward e-CRM strategy. Lastly, it will conduct the Linear Regression Analysis to determine the result of hypothesis testing between X variable (e-CRM strategy) towards Y variable (consumer purchasing behavior). Findings –According to the results of demographic analysis, this study finds that mostly consumers in Ankara are using Trendyol for 1 hour or less per day and they prefer to use credit card to do the payment. It also reveals that clothes and boks are most purchased online in Trendyol. Furthermore, the results shows that there is a significant correlation between e-CRM strategy towards consumer purchasing behavior. The result explains that e-CRM strategy influence 70,2% of consumer purchasing behavior in using Trendyol in Ankara, Turkiye. It also finds that all 6 dimensions has positive correlation towards e-CRM strategy applied by Trendyol while information quality feature has strongest correlation (84,1%). It means that all respondents are aware and concern about these six dimensions of e-CRM strategy applied by Trendyol through its website or app and significantly contribute to their purchasing behavior. Conclusion- The finding of this study shows 70,2% of consumer purchasing behavior in using Trendyol is highly influenced by e-CRM strategy. Therefore, it suggests all e-commerce company to ensure that e-CRM dimensions are well applied to improve consumer purchasing behavior. The findings also show that first dimension that is received high intention of consumers is information quality (84,1%). It reflects that the better quality of information given to consumers, the more they will have high intention to do online shopping. Because the customers use the information before making the purchases. For example, they will search about product’s price, photo, the store’s information (address, store’s name), the product’s quality, etc. Therefore, the conclusion of this research is Trendyol needs to focus on these 6 dimensions to improve Trendyol’s e-CRM strategy in the future and maintain good relationship to influence consumer purchasing behavior.

The recent growth of e-commerce and the consumer’s increasing interest in purchasing over the net have significantly changed the landscape of Indian retail market. Today customers are inclined to accept the changes and keep their eyes on the benefits they can obtain from online retailers. The recent example of changing consumer purchase pattern is the flipkart’s ‘Big Billion day’ Sale. The growth in online sales can be partially attributed to the Internet’s advantages of providing large amounts of information quickly and inexpensively and it’s growing accessibility. Yet, to reach its full potential, business owners who use ecommerce as a distribution channel need a clearer understanding of who buys online, what they buy online, why they buy online and how the non-Internet buyer can be transformed into an online buyer in order to increase online sales. The purpose of this study is to understand and analyze the factors effecting online purchase decisions of Indian customer. The paper attempts to identify the determinants of online purchase intentions of youths in Indian context. Based on extensive literature review, factors effecting online purchase intentions, antecedents of service quality and consumer attitudes were identified and a structured-non-disguised questionnaire was prepared. The data was collected through survey of 200 students of graduation and post-graduation courses in Moradabad region of Uttar Pradesh. The questionnaire contained questions about consumer demographics, security and privacy concerns, technological familiarity, past online shopping experiences and intentions to buy various types of products through internet in future. The findings of the study indicate that customer online purchase intentions are significantly related to their gender, education, age, security concern, technological familiarity and past online purchase frequency. Consumer buying behavior is also affected by product type, purchase frequency and expensiveness. Their purchase decisions are also found to be related with the online retailer’s services like return, refund and delivery services. The framework of the research enhances understanding of the factors affecting customer online shopping behaviour, helps in profiling typical Indian online shoppers and may help e-marketers developing more specific marketing strategies to increase e-commerce sales.

Consumer attitudes and behavior have shifted dramatically all across the world as a result of the internet. Online shopping has emerged as a result of this trend, and it has had a significant impact on the lives of regular young people. Even though online purchases have been around in Bangladesh for a long time, consumers, particularly senior individuals, are not very interested in doing so. A self-constructed online survey of 150 Bangladeshi respondents was used in this study to try to understand customer behavior regarding online buying. According to the report, the vast majority of customers order online and thus save time and access a wider range of services and products. Males, as well as females, have roughly similar attitudes on online shopping: they prefer home delivery and oppose inadequate return policies. Typically, they gather online shopping information via social media and cash-on-delivery is a popular method of purchasing apparel and accessories. Consumers are particularly concerned about the safety of the payment system, and they are not interested in using credit or debit cards to shop. This study also revealed that consumers' favorable experiences with online shopping are uneven.

This paper examines the effects of digital marketing on consumer purchasing behaviour, emphasizing aspects such as real-time interactions, customer education, AI-driven personalization, and engaging advertisements. It also highlights the role of social media engagement, e-commerce platforms, and content marketing. In this context this study aims to examine the effectiveness of various digital marketing channels, consumers' preferences for digital campaigns, and the factors that drive online interactions to translate into actual purchases. Primary data is collected through questionnaire with open ended and close ended questions . Various books , journals and online materials were referred for secondary data. Due to unknown population the data was collected from randomly selected groups ensuring their digital marketing usage. Analysis namely Pearson chi-square test, Hypothesis testing were used to identify the impact of digital marketing on consumers which influences their behaviour. It was Observed that various digital marketing channels, and factors influence the behaviour of consumers buying decision. Final finding and suggestions are discussed with conclusions. Introduction: Digital marketing has revolutionized how businesses connect with their audiences, becoming an indispensable tool in the modern commercial landscape. Unlike traditional marketing methods, digital platforms enable direct, personalized communication with consumers, providing unprecedented opportunities for businesses to influence purchasing decisions. With the rapid growth of e-commerce and online shopping, companies now rely on strategies such as search engine optimization (SEO), social media campaigns, and email marketing to build relationships with their target audience and enhance brand visibility (Chaffey & Ellis-Chadwick, 2019). Objectives: To assess consumer awareness of digital marketing. To examine the impact of digital marketing on purchasing decisions. To identify the types of products purchased through digital channels. To evaluate the role of digital marketing in influencing consumer purchases. To determine the factors within digital marketing that affect consumer purchasing decisions. To investigate the significance of various digital marketing elements in shaping consumer buying behavior. To explore how digital marketing factors contribute to influencing consumer purchasing choices. Methods: Structured questionnaires will be used for primary data collection from a sample of 100 respondents.Closed-ended questions designed to capture consumer viewpoints on the impact of digital marketing, providing quantifiable insights into their perceptions. In addition to primary data, secondary sources including newspapers, academic journals, and websites will be consulted to enrich the research and offer broader context. Results: The study aimed to explore the impact of e-marketing on consumer purchase behavior using data gathered from a questionnaire analysis. The primary objectives were to examine the role of digital marketing, assess the influence of social media on consumers, identify the most commonly purchased product categories online, and investigate how these factors shape consumer decision-making. The findings revealed that a significant majority of participants acknowledged the substantial impact digital marketing has on consumer decision processes. Overall, the growth of the internet and digital marketing technologies has improved accessibility and convenience, offering consumers a broader range of products worldwide. Online shopping is experiencing rapid growth, significantly altering business operations and transforming the global market into a massive virtual marketplace. The internet fosters communication between consumers and businesses, enhancing the connectivity and benefits of the digital marketplace. Conclusions: The study examined the impact of e-marketing on consumer purchasing behavior through questionnaire analysis. It focused on understanding the influence of digital marketing, particularly social media, on consumer decisions, identifying popular online products, and exploring how these factors shape purchasing choices. The results showed that most participants recognized the significant effect of digital marketing on decision-making. The rise of the internet and digital technologies has expanded product accessibility and convenience for consumers globally. Online shopping is growing rapidly, reshaping business operations and creating a global virtual marketplace. Ultimately, the study highlights the important role of digital marketing in influencing consumer purchasing decisions, illustrating the transformative effect the internet has had on modern commerce. In general, businesses need to thoroughly understand these factors and integrate them into their digital marketing strategies to effectively influence online consumer purchasing decisions. This may involve utilizing real-time engagement, educational content, responsive customer service, personalized experiences, retention strategies, social media interactions, interactive ads, in-app advertising, and content marketing. Additionally, ensuring a seamless e-commerce experience is crucial, along with fostering positive customer reviews, to achieve success in digital marketing efforts.

Abstract- This research identifies the effect of digital marketing on consumer purchasing behaviour by taking a comparison of online and offline shoppers in a metropolitan setup. Based on a structured questionnaire that has been administered to 60 participants (30 online and 30 offline shoppers), the study evaluates the effect of different digital marketing tools such as social media advertising, endorsements by influencers, and targeted promotions on the purchasing behavior. The results indicate that online buyers are more engaged with digital channel and trust more in digital marketing messages, being strongly dependent on customer reviews and personalized content, whilst offline buyers depict a hybrid behaviour, combining online research with offline experiences in stores, and being relatively more sceptical about digital advertising. The paper identifies the rising significance of an omnichannel marketing approach that appeals to the unique preferences and interests of both groups of consumers. The implications of these insights are valuable to marketers who aim at getting the best with regard to resource placement, consumer interactions, and better purchase results in the context of a more digitalized retailing world. Keywords- Digital Marketing, Consumer Buying Behavior, Online Shoppers, Offline Shoppers, Social Media Advertising, Purchase Decision, Omnichannel Marketing

The recent growth of e-commerce and the consumer's increasing interest in purchasing over the net have significantly changed the landscape of Indian retail market. Today customers are inclined to accept the changes and keep their eyes on the benefits they can obtain from online retailers. The recent example of changing consumer purchase pattern is the flipkart's 'Big Billion day' Sale. The growth in online sales can be partially attributed to the Internet's advantages of providing large amounts of information quickly and inexpensively and its growing accessibility. Yet, to reach its full potential, business owners who use ecommerce as a distribution channel need a clearer understanding of who buys online, what they buy online, why they buy online, and how the non-Internet buyer can be transformed into an online buyer in order to increase online sale. The purpose of this study is to understand and analyze the factors effecting online purchase decisions of Indian customer. The paper attempts to identify the determinants of online purchase intentions of youths in Indian context. Based on extensive literature review, factors effecting online purchase intentions, antecedents of service quality and consumer attitudes were identified and a structured-non-disguised questionnaire was prepared. The data was collected through survey of 200 students of graduation and post-graduation courses in Bareilly region of Uttar Pradesh. The questionnaire contained questions about consumer demographics, security and privacy concerns, technological familiarity, past online shopping experiences and intentions to buy various types of products through internet in future. The findings of the study indicate that customer online purchase intentions are significantly related to their gender, education, age, security concern, technological familiarity, and past online purchase frequency. Consumer buying behavior is also affected by product type, purchase frequency and expensiveness. Their purchase decisions are also found to be related with the online retailer's services like return, refund and delivery services. The framework of the research enhances understanding of the factors affecting customer online shopping behaviour, helps in profiling typical Indian online shoppers and may help e-marketers developing more specific marketing strategies to increase e-commerce sales.

The role of digitization and globalization have changed consumers’ online buying behaviors, specifically in the times of the COVID-19 pandemic crisis. This seriously influences the online retail industry in developing countries that are already struggling to move toward digital trading through e-business. Pakistan being a developing country is no exception, and it is, therefore, pertinent to examine factors that contribute to digital trading. Employing theories of reasoned action and the technology acceptance model, this study aims to investigate how personal innovativeness and perceived usefulness impact consumers’ online purchase intentions through a serial mediational model. The data were collected through an online survey from 410 respondents. Structural Equation Modeling (SEM) was used to test the proposed model. This study showed significant results for the direct effect of personal innovativeness and perceived usefulness on online purchase intentions as well as the indirect serial effect via internet browsing and attitude toward online purchasing. The study results have some important practical implications for selling firms, especially in the times of COVID-19. The study suggests that online retailers should be more responsive to the aforementioned factors to facilitate consumers to spend more time browsing, which influences consumers’ interest and intention to make online purchases. As the social distancing and lockdown approaches were implemented in Pakistan and other parts of the world, the trend toward online purchases has increased. Due to this shift in the overall purchasing behavior of consumers and the potential for strong growth in e-commerce, organizations need to consider the post-COVID situation to expand their business in an online platform for addressing the future pandemic crisis.

Abstract: This study aims to determine: (1) impact of price on consumer purchasing behavior in online shop (2) impact of website quality on consumer purchasing behavior in online shop (3) impact of store reputation on consumer purchasing behavior in online shops. This is quantitative research with a sample of 100 students of the Faculty of Economics, Universitas Negeri Padang. Data is collected by using questionnaire. The methods for data analysis used are descriptive analysis and multiple regression. The results show that Price, Website Quality, and Store Reputation have significant effect on Consumer Purchase Behavior in online shop (Study on FE UNP Students).

The present study explores the growing importance of aligning sustainable sales strategies with consumer purchasing behaviour in the digital marketplace. The objective of the research is to examine consumer behaviour in the context of online shopping, with a view to identifying how sustainability-related and behavioural factors influence purchasing decisions across diverse customer groups. A research gap has been identified in relation to sustainable sales and consumers' purchasing behaviour. The research focuses on consumer behaviour in online shopping. The goal of this study is to explore how different factors impact purchasing decisions in the context of a company’s sustainable development. Methodology. The application of K-Means clustering and regression analysis in this study offers valuable insights into the responses of distinct consumer segments to social, economic, and environmental drivers. This supports companies in achieving sustainable growth. The results obtained demonstrate the variation in consumer behaviour across the various customer groups (i.e., browsers, cart abandoners, buyers, premium shoppers) and illustrate the significance of each factor for each created cluster. The findings of this study indicate that representatives of the Browsers cluster were primarily influenced by social media engagement (+0.42) and advertising interaction (+0.36). Customers in the Cart Abandoners cluster showed discount sensitivity (0.51) and shipping preferences (-0.44). For the Buyers cluster, important factors are brand loyalty (+0.58), customer loyalty programmes (+0.46) and product ratings (+0.31). Premium shoppers have a high income and education level, and value time spent on product research. Practical implications. The study demonstrates that distinct behavioural patterns have a significant impact on the outcomes of consumption. The findings of the research project have the potential to contribute to the development of sustainable online purchasing as a significant component of sustainable development. Value/Originality. The present study draws on consumer behaviour theory in order to investigate the factors that shape online purchasing. It thereby offers original insights into consumer behaviour in the context of sustainable online purchasing decisions, thus contributing to a deeper understanding of how sustainability considerations influence digital consumption patterns.

The problem of consumer purchase behaviour has been concerned by many researchers.The paper presents an agent-based model of consumer purchased behaviour.The main of agentbased modelling is the modifier motivation function that considered price of commodities, quality of commodities, and website quality.Moreover, the study used Repast Simphony toolkit to simulate the modifier motivation function.The method of agent-based simulation gave a dynamic expression in consumer purchased behaviour. IntroductionAgent-based modelling is a form of computational social science, which is a new analytical and computational method [1-3].Agent-based modelling has offered an interesting method to solve some complex issues in many fields of study [4][5].Jin Chun et al. [6] introduced an agent-based modelling and simulation method to build the relationship between customer behaviour and personalized recommendation.Zhao Aiwu et al. [7] described green purchase behaviour of bounded rational consumers based on computational experiments.Jin Chun et al. [8] proposed an agentbased modelling and simulation method on the consumer's purchasing behaviours under the website promotions.Schenk et al. [9] presented the particulars of an agent-based micro model for grocery shopping, based on an individual population and store data gathered in northern Sweden.Roozmand et al. [10] proposed an agent-based conceptual and computational model of consumer decisionmaking based on culture, personality and human needs.Du Jianguo et al. [11] established an agentbased computational experiments model for evolution of enterprise's productive behaviour of green productsWith the development of e-commerce, consumer purchase behaviour is concerned by many scholars.In this paper, consumer purchase behaviour is online shopping of consumer behaviour.In general, consumer purchased behaviour includes five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour [12].Need recognition is also called problem identification, which is the first step in consumer purchased behaviour.It occurs when a consumer discovers an unmet need that must be fulfilled.Information search is a consumer searches for internal or external information.Evaluation of alternatives is a stage, in which consumers compare the brands and products that are in their evoked set.Purchase decision is a stage, where the purchase takes place.Post-purchase behaviour is when the customer assesses whether he is satisfied or dissatisfied with a purchase.Consumer purchase behaviour includes research in the field of personality, psychology, sociology, marketing, which is affected some factors, such as price of commodity, quality of commodity, advertisement and follower tendency et al. [13].Recently, researchers have confirmed that website quality influence online shopping of the consumer behaviour [14][15][16].Yang et al. [17] presented the differences between multinational and domestic e-commerce companies in the influence of website quality on online purchase intention.Li Junjun and Sun Jianjun [18] proposed the user technology adoption model and hypotheses by combining the e-commerce website quality and perception factors.Yang Zhaojun and Song Xueting [19] studied the impacts of different dimensions of website quality and website customer service on