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Research on marketing website key elements model based on the buyer's perspective

Zhaochuan Qi, Qianghua Li

In order to explore marketing websites with what key elements could be approved by buyer party and provide guiding suggestions for e-commerce enterprises to build marketing website, basing on referring to tremendous literature initially, the article summarized the basic elements of marketing website from the users’ point of view. Then by the method of exploratory factor analysis and confirmatory factor analysis, integrating the questionnaire to the buyer party, using statistical analysis software, the article constructed key element model of marketing website and carried out test and verification.