Research On The Internet Shopping Of Internet Users In China

Fueled by numerous Internet users, Internet shopping has stepped on a stage of rapid growth in China. Looking insight of Internet users, attracting the Non-shoppers joining in the Internet shopping campaign, sustaining the enthusiasm of Internet shoppers, and making more deeper understanding of segments of Internet shoppers and Non-shoppers, have become the key attention of researchers and enterprises.From the aspect of demographics and social-economy status to computer, network and Internet shopping experience, researchers have been deep into the lifestyle of Internet shopping. On the basis of relevant theories of lifestyle study of Internet users, especially the lifestyle scale of Internet shopping and the lifestyle model of Internet shopping of American Internet users made by Smith and Swinyard, through questionnaire translation, survey conducting, data analysis and discussion, we found out that the lifestyle model of Internet shopping of American Internet shopping is suitable for china, that the Internet shoppers of China comprise of these four segments: fearful shoppers, tentative shoppers, scrupulous shoppers, shopping lovers, that the Internet non-shoppers also comprises of four segments: fearful conservatives, technology muddler, scrupulous browsers, hesitated non-shoppers, and then profile the eight segments in various aspects.We also extracted nine factors of the lifestyle of Internet users in China, and those are convenience, risk, self-inefficacy, windows-shopping, be fearful to Internet shopping, the enjoyment of local store, the price and service of local store, logistics, trouble of leaving home for shopping, and finally, we constructed the lifestyle model of Internet shopping in China.