中文摘要：

从网站设计特性的视角出发，实证研究网站设计特性是否以及如何作用于消费者购买意愿。实证研究结果表明，网站设计的互动性、审美性和便利性都对消费者的购买意愿具有显著正向影响。

英文摘要：

This paper, from the perspective o5 web design features, empirically researches on website design features and how to act on consumer purchase intention. Empirical results show that interactivity, aesthetics and convenience of website design have a significantly positive impact on consumers＇ purchase intentions.