B2c Mode: An Empirical Study Of Factors Affecting Women's Online Shopping Behavior

With the rapid development of the e-commerce base on the internet usingpopularity, B2C e-commerce which with strong business strength and good after salessupport system make good development trend in our country. The same time,"her age",the participation and influence of the female groups in purchase activities isincreasing.How to make a reasonable adjustment to cater for the women’s onlinepurchase needs and occupation the online purchase market of female for B2Ce-commerce is essential to development in China in the future.This paper summarizes the study of literature in the past, on the basis of study onpurchasing behavior model, selected buyers, sellers and third-party factors,environmental and cultural factors which including12points as the factors thataffecting female online shopping behavior, and establishment of the model. With themodel theory research, made12theory research assumptions, and under assumptionsdesign investigation questionnaire, select20-45age female who have had theexperiences in on line purchase as the questionnaire survey. Using SPSS17.0softwareanalysis the investigation data, came following conclusions: cognitive ability, and lifeexperience, and enterprise strength, and service ability, and website security, anddistribution system, and legal protection and core values on female on line purchasebehavior produced significant impact. Payment systems of the economy, Governmentand religious beliefs make less impact to the female who on line purchase. Finally, Onthe basis of empirical research, make effective recommendations and optimizationstrategies for B2C e-commerce development...