E-commerce Auction Transaction Consumer Behavior Research

Along with the rapid development of e-commerce, e-commerce auction transactions have gradually becoming popular. This e-commerce auction transactions have been produced the needs which sellers want to know something about consumers. The seller most concerned about is consumer behavior, including consumer attitude, consumers learning behavior, consumer offer behavior.E-commerce auction transactions as a new business model, consumer attitudes are the key factors to online shopping transactions. According to whether the consumer purchased the product or not, the attitude of consumers can be divided into: accept and refused. The major factor affected consumers on e-commerce transactions to accept or reject is consumers' the subjective perception on e-commerce auction transactions and their related knowledge. Consumers' subjective perception included consumer perception benefit, perception ease of use, perception risk. The main factor impact consumers attitudes is consumer perception benefit. Analyzed learning needs of the consumers. Researched the process of consumer behavior, the process of consumer learning behavior, the content of consumer learning behavior, consumer information search behavior and the factors affected consumer information search behavior in e-commerce auction transactions.It was allowed haggling in e-commerce auction transactions. The consumer give an offer on the product, the seller can to choose accept or refused. It analyzed the detail of the haggling process in e-commerce auction transactions. According to the analysis, based the consumer min estimated price and the max estimated price on the product, the reserved price and the cost in the e-commerce auction transactions give the offer model. Mainly compute the consumer offer, the amplitude of the offer and the round of the offer.