Consumer Brand Sensitivity. Online Shopping Influencing Factors

With the rapid development and wide application of information technology and the Internet, the way people communicate and the business model has been changed, also the style of shopping. The internet purchasing customers are in the rapidly expanding scale. Meanwhile, consumers'brand awareness is gradually increasing, more and more consumers accept the brand consumption. It can be predicted, brand consumption in internet purchasing will be in rapid development stage, so the brand consumption in internet purchasing has become the focus.Brand sensitivity refers to the attention to the brand in purchase decision making process. It also embodies the brand's influence on consumer purchase decision making process plays a positive, major, even decisive role. Therefore, brand sensitivity refers to attach importance to the brand in the process of purchase decision making. In this paper, we study on the influencing factors of consumers'brand sensitivity in internet purchasing by empirical research based on the survey. Their research findings have certain reference value on consumer behavior research and brand marketing business.First, on the basis of reading a lot of domestic and international literatures, we study the influencing factors of consumers'brand sensitivity in internet purchasing from the perspective of our customers. That is to clarify the concept of brand and brand sensitivity, analysis the cause and mental process of consumers'brand consumption from psychological point, and build up conceptual model and research assumptions from the angle of lifestyle, brand attitude, reference groups and demographic characteristics.Then, we determine the object of study and questionnaires were issued. According to the assumption we finish the index system of the questionnaire structure and the initial questionnaires. Through the analysis of small sample survey questionnaire we modify and perfect the formation of large sample questionnaire, and analysis the distribution of the sample and questionnaire validity and reliability. Then we find the key influencing factors to the consumers'brand sensitivity by using the data collected,, factor analysis, correlation analysis and multivariate regression analysis, decreasing order of quality awareness, education, economic status, important awareness, electronic payment behavior, online shopping orientation, information effects.Finally, we put forward the suggestion to the enterprise's brand marketing combined with the research results: in the internet marketing business, pay more attention to enhance consumer brand quality perceptions, and the attach importance to the product's influence on consumer, focus on the role of word of mouth marketing in the network marketing.