Influence of Online Shop Page Style on Consumers Purchase Intentions Based on Data mining technology and Eye Movement Movement Behavior

Abstract

In the increasingly common online shopping nowadays, the use of data mining techniques to understand consumer preferences for browsing and contacting web pages is an important basis for the design of online store pages, which in turn has an impact on consumer purchase intentions. This paper takes consumers' purchase intention as the dependent variable, uses three elements of page color, content copy, and layout typography as the independent variables based on data mining techniques and theory of eye movement behavior, constructs the influence model, and puts forward seven research hypotheses. The method of questionnaire survey is used to obtain primary data. Through the SPSS statistical analysis method, the data are subjected to descriptive analysis, correlation analysis and regression analysis, so as to verify the regression model and research hypotheses. Through the statistical analysis of the questionnaire survey data, it is concluded that three major page style elements of page color, content copy, and layout typography have a positive impact on consumers' purchase intention, and the seven research hypotheses are proved to be valid. Through the theoretical and empirical research of data mining technology, based on the validation of the impact model and research hypotheses, three reference suggestions are proposed for online store page style design.