Study Of Users’ Online Purchasing Behaviors In Festival Context

As a major application of Internet, E-commerce has enjoyed rapid growth in recent years and the number of consumers and commodities online increased a lot. Increasing numbers of consumers are accepting electronic commerce as a viable alternative to traditional shopping in their search for information and purchase of goods and services. With the online shopping environment being perfect and mature gradually and the scale of online purchase users being growing, online customers began to spread into the older crowd and sink to three or four lines of urban, online purchasing behavior has become increasingly popular, and the network shopping market in China present a universal, globalization and mobile trend.As a traditional application of consumer behavior model under the network environment, it differs from the traditional behavior model in many aspects, for example consumer habit, commodity price, shopping cost, shopping time, etc. In addition to culture factor, economy factor, consumer oneself factor and product attributes, the contextual factor also has a significant impact on the users’purchasing behavior online. Although the festival is one of the important contexts, the study of the users’online purchasing behavior in festival context is rare. Based on this, this paper will examine whether the context factor has significant impacts on users’purchasing behavior through a questionnaire and thus to scratch sales data of E-commerce websites to verify whether festival effect exists or not. Eventually, this paper will propose some corresponding suggestions about how to use festival context effect to carry out marketing activities reasonably.This paper will be divided into five parts, and the specific content is as below:The first part is introduction. Research background, research significance, research scope, research methods and innovative works of this paper will be elaborated here.In the second part, relevant research review will be presented. Firstly, this paper will give an exposition of relevant concepts and research status about consumer purchasing online behavior and context. Secondly, this paper will sort out relationship between consumer purchasing behavior online and context to provide theoretical support for later questionnaire and empirical analysis.In the third part, a questionnaire survey will be conducted to identify factors that influence a consumer’s willingness to purchase, as well as the actual purchases online under the festival context. Basic research hypothesis and research model on the relationship between festival context and consumer online purchasing behavior will be drawn here.In the forth part, an empirical study will be undertaken to investigate the impact of festival context through the sales data of E-commerce websites. Firstly, on the basis of certain research object, this paper will choose samples through probability sampling method and do some preliminary description statistics. Secondly, this paper will apply variance test to verify whether the promotion factor has significant impacts on users’ purchasing behavior, thus to decide whether the promotion factor should be controlled in the analysis of festival effect or not.In the fifth part, summarization and outlook will be discussed. Firstly, this paper will summarize the full text under the analysis of the empirical study in the previous part. Secondly, this paper will put forward some problems needed to be explained in the future. Thirdly, from a behavioral and marketing perspective, this paper will propose some corresponding suggestions about how to use festival context effect to carry out marketing activities reasonably.