Xiantao Chen
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Xiantao Chen has a total of 5 co-authors. Here are the top co-authors by number of shared publications:
Changchun Zhou
Civil Aviation Flight University of China
1 shared publication- Cheng Pei
Airport College, Civil Aviation Flight University of China, Guanghan 618307, China
1 shared publication - Fang Pei
School of Economics and Management, Civil Aviation Flight University of China
1 shared publication Mingjie Zhang
Civil Aviation Flight University of China
1 shared publicationXin Li
Civil Aviation Flight University of China
1 shared publication
Latest Publications
- Open Access
- 14 November 2025
- Published by Springer Nature in Research Square
Influence of Design Quality on consumers' purchase intention and electronic word-of-mouth of B2C E-commerce Platform
With the rapid development of e-commerce, the design quality of e-commerce platform is increasingly emphasized by scholars and e-commerce workers. Many e-commerce companies emphasize platform operation and promotion to attract consumers and improve conversion rates, while ignoring the improvement of the design quality of the e-commerce platform. Therefore, the purpose of this study is to investigate the impact of three dimensions of e-commerce platform design quality (aesthetic quality, functional quality, and symbolic quality) on consumer satisfaction, as well as the impact of consumer satisfaction on consumer purchase intention and e-word of mouth. Using an online survey, data were obtained from 1000 online shoppers in Chinese, using structural equation modeling to validate hypotheses. The results show that the aesthetic and functional quality of e-commerce platform significantly positively affect consumers' purchase intention, and the aesthetic and symbolic quality significantly positively affect electronic word-of-mouth; Consumer satisfaction plays a mediating role between the functional quality, symbolic quality, and purchase intention, electronic word-of-mouth of e-commerce platforms; Consumer experience plays a mediating role between functional quality, symbolic quality, and consumer satisfaction.
- 14 November 2025
- Published by Springer Nature in Research Square
Open AccessInfluence of Design Quality on consumers' purchase intention and electronic word-of-mouth of B2C E-commerce Platform
With the rapid development of e-commerce, the design quality of e-commerce platform is increasingly emphasized by scholars and e-commerce workers. Many e-commerce companies emphasize platform operation and promotion to attract consumers and improve conversion rates, while ignoring the improvement of the design quality of the e-commerce platform. Therefore, the purpose of this study is to investigate the impact of three dimensions of e-commerce platform design quality (aesthetic quality, functional quality, and symbolic quality) on consumer satisfaction, as well as the impact of consumer satisfaction on consumer purchase intention and e-word of mouth. Using an online survey, data were obtained from 1000 online shoppers in Chinese, using structural equation modeling to validate hypotheses. The results show that the aesthetic and functional quality of e-commerce platform significantly positively affect consumers' purchase intention, and the aesthetic and symbolic quality significantly positively affect electronic word-of-mouth; Consumer satisfaction plays a mediating role between the functional quality, symbolic quality, and purchase intention, electronic word-of-mouth of e-commerce platforms; Consumer experience plays a mediating role between functional quality, symbolic quality, and consumer satisfaction.