The Construction Of Consumer’s Behavior Model In The Environment Of E-commerce And Empirical Study

With the continuous development of information technology,the emergement of electronic commercehas changed the model of traditional business, the advantages of e-commerce are low cost,no inventory,notime and site limited and so on.E-commerce is becoming more and more popular,more and moreenterprises are carrying out their own e-business,more and more consumers are engaged in buying goodsby internet.So the research based on consumer’s behavior in e-commerce becomes more and moreimportant.Consumer’s behavior have changed largely,with the change of transaction environment.Thedevelopment of e-commerce must depend on support of information technology,consumer who wants tobuy goods by internet must be able to use computer,that is to say,in the enviroment ofe-commerce,consumers are customers,at the same time,are also users of informationtechnology.Consumer’s use of shopping website is similar to person’s use of information system,so we cantake the technology acceptance model into the consumer behavior model in e-commerce.Through the review of the literature,I found that most study about consumer’behavior is based on thetechnology acceptance model,most study is about the factors of the influencing consumers beforeshopping,there is little about factors after consumers’shopping,this paper takes consumer’s satisfaction aftershopping into the model.Besides this paper takes reputation into model. collecting202effective sampledata, using SPSS for reliability and validity analysis. Through the single factor analysis of variance, explorethe influence that personal factors effect on perceptual variables in the model.Analysis the stucturalequation model by using LISREL8.7,eliminate path that no significant,modify the theoretical model.Following is the main innovative conclusions: Reputation affect consumer’s attitude indirectly by trust. With the continuous development ofe-commerce,the website system of online businesses is becoming perfect, the online evaluation system isalso becoming perfect, in the enviroment of e-commerce,reputation can be showed to consumerdirectly.Consumer’s trust,in large part,comes from online evaluation,namely,the reputation.Most previous research about the influence of consumer’s shopping is devoted to antecedent variables,this study introduces satisfaction variables which is produced after shopping, consumer’s satisfaction willaffect his attitude whether to buy again,consumer will evaluate the merchant according to their degree ofsatisfaction,their evaluation online becomes merchant’s reputation,as other consumer’s reference,thisreputation will affect other consumer’s trust,and other consumer’s attitudes.These show that satisfactionhas feedback effect to other consumer’s decision.Because of the objective conditions and the constraint of researcher’s energy and ability, this studystill has many deficiencies:As to the subject of research,the quantity of sample is far from ideal condition;inaddition, consumer’s satisfaction will be affected by many factors, considering the simplicity of themodel,this study only considers distribution,in the future,the research related to satisfaction look forward tohaving a more detailed study.Overall,the factors considering by this study model are relatively few,with thecontinuous development of e-commerce,the model also needed to be improved and expanded constantly.