Research On The Influencing Factors Of Consumers' Purchase Behavior In Network Environment

With the rapid development of Internet, e-commerce has gradually become the trend of the times. More and more people like shopping online, which has changed consumption patterns of consumers and the way of service and brought great convenience to people’s lives. Thus emergence of online shopping has become an irreversible trend. However, with the number of Internet companies increasing, the competition between enterprises in network marketing has become increasingly competitive. They take measures to attract customers like real businesses and maintain customer’s loyalty and reliability to online-shop. From the perspective of consumer behavior, The paper focus on some factors which can influence the purchasing behavior of consumers in the network environment, in order to provide reference for Internet sales business making decision.According to research ideas from theory to empirical analysis, Firstly, the paper summarized the related theories carefully, extended factors of influence consumer behavior to internal and external factors combining with the TAM model, and build theoretical model which influence consumer buying behavior. External factors mainly took consumers characteristics (including gender, age, occupation, educational background, experience in online shopping and personal consumption levels), logistics and distribution levels, shopping site quality into account. Internal factors chose perceived ease of use, perceived usefulness, perceived risk and perceived convenience four factors. Secondly, from the respective of meeting the needs of model, the research defined the object and content of the questionnaire survey and collected data through questionnaires. The survey collected 286 valid questionnaires. Thirdly, the original model and assumptions were corrected by analysis of variance and regression analysis of correlation between variables of each factor, and basis of inspection and analysis of the relationship between the variables and the net purchase willingness. Finally, using the modified model and with the help of path analysis tested and verified the degree of influence between the factors, as well as direct and indirect effects on the impact of online shopping.