Impact of Online Shopping Mall Design Factors on Purchase Intention -Taking Taobao.com & Tmall.com as Example- (Impact of Online Shopping Mall Design Factors on Purchase Intention -Taking Taobao.com & Tmall.com as Example-)

The rapid of development of Chinese e-commerce brings many enterprises new markets and opportunities. But few researches have been done on the characteristic and purchasing behavior of consumers in Chinese markets. Therefore, basic study of Chinese network malls and investigation focusing on the impact of design factors on consumers' purchasing attitudes was done in the study.
According to the theory "Technology Acceptance Model (TAM)", research model was established and in the case of Taobao.com and Tmall.com which hold the highest market share of Chinese network malls, research and analysis were done. According to the hypothesis of research model, cohort analysis of subjects was firstly done for research results, and then data analysis was done by ways of reliability analysis, factorial analysis, path analysis and etc. Analysis indicates that, among different design factors between Taobao.com and Tmall.com, "aesthetic" and "content" have a major impact on consumers' purchasing attitudes, and "aesthetic" has more relevance, but "function" has little relevance. It is associated with operation modes that Taobao.com and Tmall.com all are open market. Moreover, usefulness and usability have little impact on consumers' purchasing attitudes and operation mode has a close relation with consumers' actual behavior. The above is the study of relation between design factors of Chinese network malls and consumers' purchasing attitudes.

The rapid of development of Chinese e-commerce brings many enterprises new markets and opportunities. But few researches have been done on the characteristic and purchasing behavior of consumers in Chinese markets. Therefore, basic study of Chinese network malls and investigation focusing on the impact of design factors on consumers' purchasing attitudes was done in the study.
According to the theory "Technology Acceptance Model (TAM)", research model was established and in the case of Taobao.com and Tmall.com which hold the highest market share of Chinese network malls, research and analysis were done. According to the hypothesis of research model, cohort analysis of subjects was firstly done for research results, and then data analysis was done by ways of reliability analysis, factorial analysis, path analysis and etc. Analysis indicates that, among different design factors between Taobao.com and Tmall.com, "aesthetic" and "content" have a major impact on consumers' purchasing attitudes, and "aesthetic" has more relevance, but "function" has little relevance. It is associated with operation modes that Taobao.com and Tmall.com all are open market. Moreover, usefulness and usability have little impact on consumers' purchasing attitudes and operation mode has a close relation with consumers' actual behavior. The above is the study of relation between design factors of Chinese network malls and consumers' purchasing attitudes.