An Empirical Research Of Factors Influencing The Buying Decision Making Of Beijing College Students

With the development of e-commerce, the factors that influence the buying decision making of online shopper are cared by some researchers. Base on 190 online shoppers as subjects, this study researched the factors that influence the buying decision making of online shopper. The research chooses 8 factors: easy of use,product information,entertainment,currency,experience of network,trust,satisfaction and intention to propose an integrative model. Practical suggestions are put forward at the end of research according to our findings.This study has confirmed the site through ease of use, product information, entertainment and trust on the purchase of intention will have a significant impact.The main innovation in this paper includes the following two points:First, the theoretical innovation. Network consumer decision-making is a relatively new research, the network of consumer decision-making process, characteristics, and factors of influence are still lacking, the results of research on this topic to a certain extent, to fill gaps in the theory, raise Network awareness of consumer decision-making, has given rise to other issues of concern to the researchers, and promote research and development of the theory. At the same time the results of research on this topic will be the development of e-commerce has played a positive role.Secondly, the method innovation. In addition to the traditional topics of the questionnaire survey and interviews method, but also the use of the existing network in the field of consumer behavior study of the newer laboratory research methods, consumer decision-making in order to reveal the characteristics of the network. In addition, the issue of domestic network from the reality of consumers, invent China's Internet consumer measurement tool.