A Study on the Influence of Website Traits on Purchase Willingness in the Perspective of Innovation Diffusion Theory

Previous researches have indicated that the number of online shoppers in China has been experiencing a slow-down while the enthusiasm of e-commerce enterprises remains the same as before and online market competition has been fiercer. Therefore, to attract online shoppers and propel them to complete the transaction have become the key to success for e-commerce enterprises. Based on related literature research, this study explores deep into the relation between website traits and shoppers’ cognitive trust, enjoyment as well as their purchase willingness. Innovation Diffusion Theory, “S-O-R” Model and Structural Equation Model are also applied in this research. It is shown that website traits such as compatibility, complexity, observability and trialability, exert a positive effect on shoppers’ enjoyment and cognitive trust. What’s more, the influence enjoyment exerts on shoppers’ cognitive trust and purchase willingness as well as the effect cognitive trust has on purchase willingness turns out to be positive.