Consumers’ Online Shopping On B2C Website Under The Theory Of Uses And Gratification

With the development of technology and advancement of new media, shopping online has already become people’s daily life, which also attracts people’s attention. The better security system and logistics management has changed the traditional custom modification. The online shopping has been new trials and regarded as an important factor in people’s life.Use and satisfaction theory is the theory about audiences’ action, which used for the illustration of media and audience. It also emphasis the special needs and the audience. This article demonstrates the development of this theory, introducing the background of online shopping, analyzing the online shopping, and also illustrates the reasons why website has became to be a necessary channel and how to avoid online risks. The theory of use and satisfaction presents in the following situation: meet the needs and motivation of online shopping, the collective information and comparable, decisive and feedback, and avoiding online shopping risks.To conclude, this article use the theory of “ use and satisfaction”, taking China’s B2 C online shopping website as an example. The author also analyzes the customers’ use of the shopping websites, the decisive factor of their online shopping and their information receiving levels. The author also conducts a survey and proposes a reasonable suggestion for people’s online shopping.