An Empirical Analysis Of The Factors Influencing Women Online Shopping Intention

As the grouping of ecommerce market in China, it is not rare for Chinese people to shop online. Not only those people lived in the city are familiar with online shopping, even some people lived on the country are keen on it. Female are perceived as the most significant consumer group in the world, they know how to spend their money well. It is easy to recognize that females have more and more discourse power about "what to buy" in their family. As the developing of online shopping, female spread their shopping passion into internet as well and formed a potential great network consumer groups. Therefore, how to grasp the women’s network consumption psychology and targeted marketing management strategies towards women are matter of concern to many online businesses.This research will be based on the theory of female consumer behavior and consumer purchase intention, use women with network shopping experience of as the research object, to discover the influence factors for female network shopping intention by both qualitative and quantitative analysis.In qualitative analysis phase, the author will first to analyze female consumer behavior theory to comb, sorting out the psychological and behavioral characteristics of when women shopping online; Then, introduces the theory on consumer purchase intention to comb, refining the influencing factors of consumer purchase intention; Finally, combine and develop the female network consumer behavior characteristics and consumer purchase intention factors and build up a female network shopping purchase intention model.In quantitative analysis phase, the author will first extract a measuring scale by analyzing the relevant authority scale, set up a questionnaire for this study; Then, get sample data through by sending the questionnaire on the Internet; Finally, deal with the sample data with reliability validity analysis, correlation analysis, regression analysis to verify and correct the original model.Finally reach a conclusion according to the result of empirical analysis, and provide some suggestions on marketing to women, contribute to the theoretical development of electronic commerce.