A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace

Li Guo

doi:10.5539/ijms.v3n3p182

Abstract

Based on theoretical studies of domestic and foreign scholars on influencing factors of online consumer purchasing behaviors, in this paper the author analyzes factors influencing consumers’ online purchasing behaviors. By means of questionnaire survey and AHP (Analytic Hierarchy Process), the author performs an empirical analysis of the hierarchy model of influencing factors of online shopping which is built by domestic scholars, and gets the relative importance of these influencing factors. The results show that: security of online shopping, prices, and commercial credits are primary factors influencing consumers’ purchasing behaviors, and genders education levels of consumers, and designs of store are the secondary ones. Accordingly, the author puts forward some suggestions for online retailers.

Highlights

Consumer is the subject of market and the critical strength of existence and development of enterprise
The results show that: security of online shopping, prices, and commercial credits are primary factors influencing consumers’ purchasing behaviors, and genders education levels of consumers, and designs of store are the secondary ones
To study a series of interrelated problems, such as which kind of factors are the key ones affecting Chinese consumers’ online purchasing, how online retailers change the opinions of online consumers, how to guide consumers to join in online purchasing, and how to master consumers’ minds and behaviors, and to form a theoretical system gradually based on research processes and results can effectively promote the healthy and fast development of online retail

Summary

Introduction

Consumer is the subject of market and the critical strength of existence and development of enterprise. By studying the influencing factors of consumer behaviors, the enterprise can identify the consumer demand, enhance the factors that promote consumer purchasing, and change unfavorable factors, taking the satisfaction of consumer as the start point and ultimate goal of marketing behaviors. The study of consumers’ online purchasing will help domestic retailers who hope to or has already entered the field to apply marketing strategies. To study a series of interrelated problems, such as which kind of factors are the key ones affecting Chinese consumers’ online purchasing, how online retailers change the opinions of online consumers, how to guide consumers to join in online purchasing, and how to master consumers’ minds and behaviors, and to form a theoretical system gradually based on research processes and results can effectively promote the healthy and fast development of online retail

Literature review on domestic and foreign studies

The design of questionnaire

The analysis of data

3) Conclusion

Findings

C11 C12 C13 C14 C15