An Empirical Research on the Impact of Consumers' Online Web Experiences upon Their Online Purchase Intention

摘要

This paper discussed the impact of mood and perceived risk on purchase intention on the basis of the S-O-R model. The following conclusions were made: Consumers' online web experience has a significant positive impact on mood and perceived risk; one step further, mood and perceived risk has a significant positive impact on purchase intention. And we proposed the strategy to increase the purchase.