A Study on the Factors Affecting E-commerce Platform Quality and Their Impact on Consumer Purchase Behavior Based on Structural Equation Modeling

DOI

10.2991/978-94-6239-777-4_36How to use a DOI?

Keywords

Structural equation modeling; E-commerce; Consumers; Purchasing behavior; S-O-R theory

Abstract

With the widespread adoption of the digital economy and internet technologies, e-commerce platforms have become the mainstream channel in the consumer market. However, as the industry’s traffic boom fades and user growth plateaus, competition for existing customers and refined operations have become inevitable trends. Exploring the impact of platform quality on consumer purchasing behavior holds practical significance. Based on the S-O-R theoretical framework, this study constructs a moderated multiple mediation model aimed at revealing the driving mechanisms of platform quality dimensions on consumer purchasing behavior. Empirical analysis of 643 valid questionnaires using a SEM model yields the following conclusions: the platform’s marketing objectives, system algorithms, and service systems all exert a significant positive influence on consumer purchasing behavior, with system algorithms demonstrating the strongest direct explanatory power. Safety and reliability, as well as decision-making efficiency, partially mediate the relationship between platform quality factors and purchasing behavior, while the moderating effect of platform proficiency exhibits significant heterogeneous intervention characteristics. This study not only expands the theoretical boundaries of platform consumer behavior evolution but also provides relevant recommendations for tiered and refined operational strategies through empirical analysis.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shiyan Wang
PY  - 2026
DA  - 2026/09/30
TI  - A Study on the Factors Affecting E-commerce Platform Quality and Their Impact on Consumer Purchase Behavior Based on Structural Equation Modeling
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 328
EP  - 341
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_36
DO  - 10.2991/978-94-6239-777-4_36
ID  - Wang2026
ER  -