Elements Option Preference Of Consumers In Online Shopping

With the diversification of shopping approaches in modern life,traditional store shopping is having a great boom, while online shoppingflourishes significantly. Compared to the traditional market conditions,trade patterns and business operation process in network environmenthave undergone a drastic change. Under the online shopping scenario, thenetwork information is the core external stimuli consumers haveexperienced. As e-commerce has the characteristics that traditionalshopping does not have, its virtual nature allows consumers in onlineshopping inaccessible to the physical commodities. In most cases, onlythrough active web browse or search, consumers can get the informationthey need. Thus, in this particular conditions, the network information asan external stimulus is very important, and its impact on the purchasingbehavior should not be neglected. Considering this understanding, wefind that if there is an convenient way for us to indirectly capture people’sreal preference in online shopping, it will undoubtedly have a greatcontribution to sellers for grasping the demand of consumers.Through summarizing previous studies on consumer behavior,decision-making in networks, two shopping patterns and characteristics,this paper analyzes online shopping information elements and summarize a total of eight categories of information elements. Besides, we takeexperiments techniques through information boards techniques andcollect data. Ultimately, we measure the importance degree consumersregard on various types of information, and answer consumers’preference for online shopping information elements, as well assimilarities and differences of different products’preference.