The Model of Online Purchasing Behavior Based on Website´s Credibility and Its Inspiration for Enterprises

The credibility of Website is a sort of psychological feeling, in other words, a sense of trust and its intensity towards the enterprise¿s Website produced by the customers from individual or collective perspective. According to the Website¿s structure and function modules, the credibility of enterprise¿s Website can be divided into three parts, respectively, the credibility of Website structure, the credibility of Website service, and the credibility of E-marketing. There are hierarchical relationship and value transferable relationship among these three components. In fact, the customer online purchasing behavior results from the assessment outcomes of the credibility of enterprise¿s Website in most cases. As for enterprises to establish the credibility of Website, it should be carried out from the three dimensions of the credibility of Website structure, the credibility of website service and the credibility of E-marketing, on the basis of ¿Guidelines for Web credibility¿ provided by Stanford University.