Due to the development of Electronic Commercial and the prosperity of online stores, the complexity of site structures is everincreasing. The author adopts the method of factor analysis and linear regression analysis to study the online store windows. The author provides a theoretical framework for categorizing the online store windows and reveals the mechanism of different kinds of online store windows’ influences on Chinese consumers’ purchase intention in online shopping. In this paper, we construct online store window group classification; reveal the influence mechanism of different types window groups on purchase intention. We found that transaction reliability, convenience of access to resources, personalized design and service, information disclosure, email promotion, convenient service and promotion had significant effects on purchase intention, in which resources facilities and transaction reliability are major factors.