Study On Chinese Consumers’ Shopping Motivations And Shopping Behaviorson Different Platforms

With the popularity of the Internet and development of electronic commerceinChina, online shopping is penetrating and changing people’s lives. As the underlyingreason why people shop, the shopping motivations affect the consumers’shoppingbehavior.Previous studies have focused on shopping motivations and online consumerbehavior; however,there is a lack of studycomparing shopping motivations on differentshopping platforms. This study focuses on consumers’ shopping motivations on offlinephysical store,online B2C, C2C and C2C shopping platforms respectively. And weintroducedtwo moderating variables: individual differences and product categories.Research data was obtained through a survey, and analyzed with factor analysis,analysis of variance and linear regression method to draw conclusions.The empirical results show that:on different shopping platforms, the mainmotivation to influence consumers’ shopping frequency is different; in offline physicalstore, convenience, cost saving, comparison andfun seeking motivations have a positiveimpact on shopping frequency; on B2C platform, comparison and social interactionmotivations have a positive impact on shopping frequency, while convenience seekinghas a negative impact on shopping frequency; on C2C platform, cost saving, funseeking and social interaction motivations have a positive impact on shoppingfrequency; on C2B platform, only social interaction motivation has a positive impact onthe shopping frequency. Individual differences and product categories have moderatingeffects.The research provides a new perspective to the study of consumer shoppingbehavior; in particular, the research compares shopping motivation on differentplatforms in parallel. The conclusion also provides valuable suggestions for the siteoperators of the online shopping platforms.