The Research Of Influencing Factors On The Development Of China’s Online-shopping

The Twelfth Five-year Plan raised that remain the strategy of expanding domestic demand, fully explore the huge potential of China’s domestic demand and expand the new consumption formats. The rapid development of the economy and the popularity of the Internet in china make the online-shopping win the favor of consumers with its quickness convenience and fashion. As a representative of the new consumption formats online-shopping are gradually changing the concept and the way ofpeople’s consumption. On one hand online-shopping can replace the traditional physical consumption, on the other hand it can explore the potential of people’s consumption, improve their spending. Relatively, our online-shopping start later than developed countries, but the speed of the development is faster, The growth rate has been close to the United States that has the world’s largest scale of online-shopping, but the percentage of the online-shopping in China’s total retail sales is still very low, so in terms of utilization of this new patterns of consumption we are also relatively low, there is a big space for its development, So a comprehensive analysis on the factors of what influence the development of online-shopping will promote its development, it also has an important implications for our strategy of expanding domestic demand.In this paper, the analysis of the factors affecting the online-shopping is divided into two areas---the macroeconomic construction and the microeconomic consumers’ behaviors. In the macroeconomic construction, With the domestic and foreign scholars’study on the online-shopping we first analyze the current situation and the prospects of China’s online-shopping, and define the effect of the residents’ income level, networking, educational level and industrial support on the online-shopping. Then I proceeded to collect and collate the relevant data and use the measurement models to prove the impact of the per capita income of residents, network penetration, educational level and courier industry on the online-shopping. In the microeconomic consumers’behaviors, with a comprehensive reference of the theory of planned behavior and technology acceptance model, I first built a model ofconsumers’ willingness on online-shopping, gave a theoretical analysis that the online-consumers’ behaviors is determined by the perceived usefulness, the perceived ease of use, the subjective norm and the perceived behavioral control of the online-shopping process. Then I selected the relevant questions for each variables to design a questionnaire and conducted the distribution and recovery of the questionnaire. Finally I explained the model by the empirical analysis on the questionnaire data and obtained the determinants of the online-consumers’behaviors.According to the empirical results above we can obtain that, on one hand the level of the residents’ income, network construction and education, and the construction of the support industry have an important role for the development of the China’s online-shopping, on the other hand the perceived usefulness, the perceived ease of use, the subjective norm and the perceived behavioral control of the consumers determine their online-shopping intentions. Online retailers need to raise consumers’ awareness in these areas in order to facilitate consumers’ online-shopping behavior. Finally, in accordance with the relevant conclusions on China’s online-shopping I gave some suggestions from the aspect of the macroeconomic construction and the microeconomic consumers’ exploration, and for the shortage of this paper I gave some recommendations for the future research.