A Study On The Effect Of Online Shopping Behavior Between Consumer Characteristics And Website Satisfaction

In recent years, with the development of network technology, consumer conceptand consumer behavior has changed. The development of the network to realize theinformation is reliable, real-time and effective, save money, manpower, materialresources and time effect, changed the way businesses and individuals to contact,more and more consumers search and buy related products or services through thenetwork, the network consumption increases year by year. Enterprise also pay moreand more attention to network sales, expectations through the network platform toprovide consumers with more efficient and a wider range of products or services. Asconsumers different personality psychology, web site design and services, consumerspurchase behavior has a huge difference. Consumer characteristics and sitesatisfaction influence consumer purchase decision, and even affect the brand image ofthe enterprise, the enterprise can improve the site from the aspects of consumercharacteristics and site satisfaction, loyalty, is bound to promote the formation ofenterprise competitive advantage, brings to the enterprise long-term development, thisarticle explores the consumer characteristics and site satisfaction influence onconsumer buying behavior, therefore, this study has important theoretical and realisticsignificance.This paper based on the theory of consumer behavior and consumer features,web satisfaction theory, the integrated use of a variety of analysis methods, explorethe consumer characteristics, web satisfaction impact on consumer buying behavior.This paper first introduces the domestic and foreign scholars for the consumercharacteristics, web satisfaction for consumers buying behavior affect the researchresults, then discusses the characteristics of network consumers, website, satisfactionwith the basic theory of the relationship between consumer buying behavior, on thebasis of relevant theories to create consumer characteristics, web satisfaction and theconcept of consumer buying behavior model, then using the national consumers toonline shopping attitude survey data, the empirical study on the characteristics ofconsumers satisfaction influence on consumer buying behavior, with websites cometo the conclusion: except age variables, demographic variables impact on consumerbuying behavior is not; Website satisfaction on consumer purchase behaviorsignificantly influence; Website satisfaction high and low level with consumers all dimensions combined with the impact on consumer buying behavior has obviousdifferences, such as high satisfaction degree of contact with high network positivelyrelated to influence on consumer behavior, and as high satisfaction and low networkcontacts on consumer behavior is not positive correlation effect and so on.In this paper, research and innovation points are: will the consumercharacteristics and site satisfaction variables into the impact on consumer buyingbehavior model to research the consumer characteristics, web satisfaction relevantvariables influence on consumer buying behavior, has certain representativeness anddifferences, get some conclusion, hope for other similar industry or business relatedInternet marketing strategy to provide certain reference value.