Analysis On Key Factors And Behaviors For Students’ Online Shopping Based On Tmall Apparel Items

With the development of information technology and the popularity of Internet, e-commerce has become a new growth point of national economy, and even has a tendency to catch up with the entity business in recent years, online shopping has become a fashion trend, the competition between network businesses have become fierce.To help online businesses improve the competitiveness of product and the efficiency of promotion, this article obtains idea from the current research achievements of the network shopping, found that most of the research is limited to the influencing factors, and for potential factors of purchase, as well as quantitative transformation relationship between the factors and behaviors involved in very little.This paper based on the students in ChengDu to buy Tmall apparel items,improving the influence factors of online shopping,then analyzes the relationship between factors and behaviors, at the same time research the quantitative transformation between factors and behaviors.At first,based on a variety of means such as literature analysis,questionnaire and interview, using the UTAUT model from five aspects to search the influencing factors of online shopping,the aspects are performance expectation,the efforts of expectation,social impact,contributing factor and perceived risk;Second, designing KANO questionnaire, and distributing the questionnaire to the students who had buyed Tmall apparel items, according to the statistics of the questionnaire to classificate the factors and extract the key factors, then find out the initial weights of key factors; Third,using the fuzzy DEMATEL model to analyze the relationship between the key factors and behaviors, and draw the causality diagram;At last,use the QFD theory to realize the key influence factors quantitatively transform into three potential purchase behaviors of the click,add a shopping cart、the collection and the actual purchase behavior of buying, the QFD theory is used in the product design domain for transforming customer requirements to product design requirements,then we get the weight values of the 4 kinds of behavior.After the combination of the above methods, the main draw the following conclusions which suitable for this market segment:1. This paper find 26 influencing factors, 17 factors were classied into charismatic type, seven expected type and two basic type, only nine of them are key factors, according to the degree of importance from big to small order, in turn, is: quality, the proportion of bad reviews,the consistent of description, the beautiful degree of the picture, service attitude, the detailed degree of description,bag mail,logistics service, discount,at the same time find the similarities and differences between the students and the public about the key factors of online shopping;2.For four behaviors of the click, add a shopping cart, the collection and the buying,in turn,the first three factors were "the proportion of bad reviews,logistics service,quality", "the beautiful degree of the picture,discount,logistics service", "service attitude,discount,logistics service", "the beautiful degree of the picture,the detailed degree of description,quality";3.Three potential purchase behaviors and the actual purchase behavior of buying are allocate about each half of the proportion, the click has the 1/5 of the potential purchase behaviors, add a shopping cart and the collection are share the proportion of the remaining.Finally, according to the above conclusions, this article puts forward suggestions to online businesses which are in this market segment, these suggestions can improve sales promotion efficiency and achieve optimal allocation of resources, improving the economic benefit.