The Effects of Popularity: An Online StorePerspective

Recently, internet is widely used in our daily life, caused online customer growing rapidl y, then the amount of online store rising quickly. Therefore, it is important issue for online store to stand out from the crowd, even boost sales and profit. Many enterprises had invested resource on online store, but great amount of stores were closedown. The major reason is operator spend Consequently, this research summarizing the critical factors for online store operating, and using structural equation model (SEM)to establish Online Store Popularity Effect Model . Through the model, this research can understand (1) relationship between online store popularity and marketing campaign, service quality, product power, website design; (2) effect between purchase intention and customer value, brand image; (3) moderating impactof consumption ability. This result not only indicates the critical point that enterprise should pay more attention, but draws a whole new perspective for academic researcher.many efforts on valueless marketing campaign, caused popularity and repeat purchase intention raising ineffectively, finally folded up online store.

کلیدواژه ها:

Online store ، Popularity ، Operation model ، SEM