Research on the Influence of Web Experience on Consumers’ Purchasing Intention

The conversion rate is the core of e-commerce sites, and web experience is one of the most important factors of web conversion. A good web experience can bring consumers with trust and confidence, so that improve the income and profitability of the e-commerce business. This paper reviews the theory of web experience, the consumers’ purchasing intention and other related theories. In this study, we systematically analyze the definition, measurement, evaluation system and application status of web experience, and discusses the relationship between web experience and consumers’ purchasing intention. Research shows that the web experience is the weight of web design to the decision-making factors, the existing research on the web experience’s definition, composition there are different, resulting in web experience measurement and evaluation different; web experience measurement methods and quantitative evaluation methods have yet to be improved. According to previous research, we summarize the shortcomings of current web evaluation and provide a direction for future research on web experience and consumers’ purchasing intention.