The Impact of B2C Website Design Features on Consumers´ Purchase Intention

Excessively complex web site features will increase consumer transaction costs, it is important to reveal the impact of different functions on improving the design of site structure, reducing transaction costs and increasing consumerspsila purchase intention. This paper adopts the method of factor analysis and factor sorting to study the influencing factors on Chinese consumerspsila purchase intention in online shopping. The result shows that trade reliability, convenience of access to resources, promotion, personalized design, personalized service and information influence consumerspsila purchase intention significantly. The important features should be expanded and the less important features should be eliminated.