The key factors influence customer purchase decision on retail Web site

Although electronic commerce (e-commerce) has received considerable research attentions these years, little research has examined the effect of e-commerce\´s Web presentation on retail customer shopping experiences. Based on some customer-oriented factors identified by previous researchers and recent development in technology, a model of the on-line shoppers\´ purchase decision factors is derived. We conducted a survey to demonstrate the model. The survey was administered to 117 undergraduate and graduate students. Several most important and influential Web sites in China were selected to explore these students\´ reactions to Web retailer\´s presentation of "mp3" products and services and to identify Web-site characteristics that contribute to customer satisfaction arising from the Web-based shopping experience. By quantitative analysis of structural equation models (SEM), the research suggested that the ease of navigation, the ease of finding critical information, and the quality of the detailed (such as close-up view photo) provided on their Web sites are key factors influencing customer purchase decision.