The Study Of Impact Of E-Consumer's Consumption Motivation On Mobile Phone Sales In Internet

The purpose of the study is to investigate the impact of E-consumer's consumption motivation on mobile phone sales in Internet. In order to keep the steps with the sharp development in E-commerce, the company in which the author are working is trying to change, improve and optimize its sales model, so as to increase its income. Strength the development of e-commerce platform can be said to be new marketing ideas in relatively feasible approach and is more effective, but it is not enough. Besides strength its own e-commerce platform for internal management, a more clear understanding of the motivation and guidance among e-consumers in the mobile phone consumption in Internet is necessary to success. From mobile phone development process and the analysis of competition aspects, and by using a questionnaire to collect the first-hand data, the study studies the impact of E-consumer's consumption motivation on mobile phone sales in Internet. Considering the weak law system of China in Internet environment, the author put forward Trust as a new motivation which is special to the contemporary Chinese e-consumers. By using the method of exploratory factor analysis, ANOVA, and so on, the author final get two results: one is a classification of the e-consumer's motivations on mobile phone sales in Internet; the other is the distinction of consumption motivation between mobile phone buyers online and offline. The author expect the study will do some help for the e-retailers in China.