The Influence Factors Of Internet Customer Online Shopping In China

As a kind of new shopping method, the online shopping has many advantages. But the online shopping of our country doesn't develop as well as it has been anticipated. A main reason is that most consumers can hardly accept this kind of new shopping method.Under the Internet background, the concept and the way of consume and the status of consumers just take places a series of variety. As a result, a new type of online consumer behavior, completely different from the traditional consumer behavior has come into being. This kind of internet-based consuming behavior has attracted wide attention from the theoretical circle and prompted a lot of researches at home and abroad. This dissertation aims to analyze this problem, know the purchasing behavior on the net of the consumer and provide marketing suggestion having pertinences for the businessmen on the net. In this dissertation, we research the acceptance degree of college students toward the online shopping by demonstration analysis on the view of the intention of customer accepting the online shopping. We take the key variables --- attitude, intention that influence the perspective of customers toward online shopping as the investigative object. We set up the consumer acceptance toward online-shopping model under the frame of attitude, intention and behavior and put the emphasis on the validity of the model and influence and relations between the variables. We analyze product difference of online shopping, the impacting customers perceiving the quality of web functional service to accept online-shopping, in order to find the critical factors on customer's online-shopping intention and behavior.Through the demonstration analysis, we verify the model consumers accept the on-line shopping and it is valid; Comparing online consumers with traditional consumer, we find they differ from influences of the online shopping --- product difference, customers perceiving web functional service and after service. The tendency the on-line consumers accepting the on-line shopping is obvious higher than traditional consumers' and the intending tendency is stronger; We verify that the product difference and customers perceiving web functional service and after service influence the acceptance of customers toward online shopping. According...