A Research On Influencing Factors Of The Behavior That Consumers Buying Diamond Jewelry On Line

The applications of the e-commerce and network economy tear down the great wall among suppliers, customers, relevant groups and competitors, so that diamond jewelry consumption appears some new trends. The 21st century will be a new development age for the China's jewelry industry. China's diamond jewelry industry has own way to go, only to go its own way. E-commerce will become the new ways of surviving for companies in the future, who has seized the opportunities of e-commerce will come to occupy the strategic high point of the 21st century. This is a challenge as well as an opportunity; diamond jewelry industry should be up against challenge and catch the opportunity.In this paper, the content, characteristics and main influencing factors of online consumer shopping behavior has been ascertained by a broad collection and summary of literature and relevant information. According to in-depth interviews and surveys of diamond jewelry industry and the characteristics, market structure and consumer psychology, influencing factors of diamond jewelry buying behavior on line has been proposed based on combining individuals and environmental influencing factors of online consumer shopping behavior. Through a questionnaire survey to collect data, factor analysis methods to the quantitative analysis, so that to identify influencing factors of diamond jewelry buying behavior on line, and to determine the impact of various factors weights.Quantitative studies have shown that diamond jewelry buying behavior on line are nine aspects of the main influencing factors, namely, online shopping attitudes, price & quality, sensory risk, merchants credit, goods display, shopping processes, business website design, after service, professional services. Among them, the importance of the first four factors accounted for the total weight of 57%, respectively, 18.8% for online shopping attitudes, price & quality 15.3%, sensory risk 11.8% and merchants credit 11.1%. They are the key factors influencing of buying behavior online, those who has played a major impact. At last, an in-depth case analysis of QingCheng diamond jewelry website made the application of the nine factors greater clarity. This study made guidance for network marketing strategy of diamond jewelry industry. According to nine aspects of influencing factors, diamond jewelry website businesses could build up an efficient and complete internet marketing strategies and systems.