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On the basis of relevant literature research and current affairs dynamic analysis, the thesis "Empirical Research on the Influence of Consumer Online Shopping Website Experience on Consumer Online Shopping Intention" of Xxx Master's Degree studies the elements of website experience and the influence of website experience on consumer online shopping intention, and its topic selection has certain theoretical value and practical significance.
It is found that seven aspects of website experience, namely usability experience, usefulness experience, visual experience, price experience, commodity experience, service experience and reputation experience, can well explain the connotation of website experience. Using SOR model, it is found that website experience has a significant positive impact on purchase intention, and emotion and perceived risk are some intermediary variables between website experience and purchase intention.
The paper uses normative analysis and empirical analysis to prove its own point of view, and the research method is more scientific. The innovations of this paper are as follows: firstly, a new model of website experience research is constructed; Secondly, using the empirical analysis method systematically, this paper analyzes the factors that affect the online purchase intention from multiple angles.
This paper has considerable theoretical depth. The paper has clear viewpoints, clear and powerful arguments, sufficient and reliable arguments, accurate data, detailed information and rich and standardized literature review, among which there are some new views on the influence of website experience on purchase intention. The disadvantage is that the dimension of website experience is not comprehensive enough, especially the technical factors of the website. In the future, we can consider studying the' explanation' of website experience by website technical factors such as network speed.
The structure of the paper is rigorous, with distinct levels, progressive analysis structure, smooth logic, clear organization and prominent focus. The format of this article conforms to academic norms. It shows that the author has strong independent scientific research ability. The paper shows that the author has mastered the basic theory and analysis method of enterprise management specialty, and the paper has reached the level of master's degree thesis. He agrees to participate in the thesis defense and suggests that a master's degree be awarded.