Abstract:

With the advent of intelligent information age, all kinds of wearable equipments are becoming hot commodity on e-commerce websites. As the main medium to show commodity information, the design effect of web interface has a significant impact on the consumers’ purchase intention. Based on Elaboration Likelihood Model (ELM) and Media Richness Theory (MRT), this paper aims at the research of the influence of web interface design on consumers’ intention to purchase wearable equipment, and collects data by the experimental method and questionnaire surveys. The results show that the information richness of the web interface has a positive effect on the consumers’ product understanding and perception of the website design; product understanding and perception of the website design have significant influence on consumers’ purchase intention; price has a significant moderating effect to the relationship between web interface and consumers’ perception of website design and product understanding.

Key words: Elaboration Likelihood Model (ELM);　Media Richness Theory(MRT);　Wearable equipment;   , Web interface design;　Purchase intention;