Research On Emotional Factors Of Online Shopping And Their Mechanism

In recent years, with the rapid development of Internet, the environment and conditions for e-commerce in China are maturing. Online shopping is becoming a new mode of purchase and has been gradually accepted by consumers. Although compared with developed countries, the scale as well as the profit patter of online shopping market in China is less advanced, but with the increase in the number of Chinese Internet users and the market matures, online shopping market shows great potential.Although the traditional model gives reference to the study of consumers' online shopping behavior, the purchase decision of online shopping still has its own characteristics. There are only a few researches on online shopping decision-making model in the academic fields, and studies have focused mainly on the cognitive and behavioral aspects of decision-making process. The emotional aspect in the purchase decision-making has been easily ignored. In fact, because of the insufficient information through online shopping, emotion, as well as cognition and behavior, plays an important role in online shopping decision process.Based on the available literatures of consumer decision-making behavior and the decision-making behavior of online shopping, integrating with the theory of three-dimensionality attitude and elaboration likelihood model of persuasion, this paper proposed the emotional impact on online shopping decision process and gives the relevant research framework and hypothesis. Based on the expansion of conceptual framework and research hypothesis, through questionnaire survey and data collection, we use anova, validation, structural equation modeling and other methods to prove the existence of emotion through online shopping decision process and its classification; then the thesis shows the exploration and analysis of the mechanisms played by emotional factors of online shopping decision process. Finally, this paper concludes the research achievements, points out its limitation and advices for the future studies in this field.