The Effects of Popularity: An Online Store Perspective

Recently, internet is widely used in our daily life, caused online customer growing rapidly, then the amount of online store rising quickly. Therefore, it is an important issue for online stores 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 many efforts on valueless marketing campaign, caused popularity and repeat purchase intention raising ineffectively, finally folded up online store. 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 impact of consumption ability. This result not only indicates the critical point that enterprise should call more attention, but draws a whole new perspective for academic researcher.