An Analysis On Online Shopping Behavior And Its Influence Factors Of Western People In China

With the constant innovation of information technology, the Internet is more widely used.This wide range of application not only changed the way of communication and businessmodels,but also changed the way of consumers’ purchase.The study shows that more andmore people are keen on online shopping nowadays.The number of China’s online shoppinguser has been more than300millions until Dec.2013, the online shopping market scale hasreached1841billions yuan. Although the upward trend of online shopping in China isgood,its development in western region still exists some problems. The western region has anabsolute important position in China’s economic development while its assets are lower thanother areas. Therefore,understanding the factors which affect west network consumer’sintention on online shopping has important significance to promote the regional economic andindustrial development.Based on relevant research achievements both domestic and abroad, this paper takeShaanxi province as example, using the method of quantitative and qualitative to evaluatethe principal character on e-commerce intention of the western people in China, quantitativelyanalyze the major factors that affect e-commerce intention of the people through building a SEM,and putforward policy suggestions according to testing the research hypothesis.The conclusion of the study shows that the major factors affecting online shoppingbehavior of western consumers are perceived convenience、 perceived popularity andperceived risk. Among them, the level perceived popularity influenced western consumers’online shopping intention from large to small is price advantage, transactions and logisticsreaction; the level perceived popularity influenced western consumers’ online shoppingintention from large to small is media publicity, information through social relations transferand peer effect; the level perceived risk influenced western consumers’ online shoppingintention from large to small is privacy risk which represents the security of personalinformation,functional risk which represents the commodity quality and financial risk whichrepresents economic loss.According to the conclusion, e-commerce enterprise should pay attention to the media,optimize the design of network, prevent information leakage, improve logistics distributionlimitation and the service quality of customer; logistics companies should speed up theinfrastructure construction of logistics, improve logistics quality, relevant enterprisecoordination of joint distribution; the government should establish comprehensivee-commerce laws and regulations, improve the logistics distribution system; the consumersshoud try their best to obtain enough product information, improve the ability to identify goods, understand relevant regulations clearly, safeguard their legitimate rights and interests.