The Key Influencing Factors Of Online Purchase Decisions

In recent years, e-commerce gradually improved hardware for online shopping. On the other hand, increasing people’s living standards takes with modern needs and desire. For the Chinese potential online market, many problems are still exsiting there. Although a lot of research on the behavior of online shopping by qualitative way is increasing, the empirical analysis on the influencing factors of online shopping on is rare.This study based on the 4P and 4C theory, also introduceds related theories to establish the influencing factors model about online shopping. The questionnaire comes from theoretical model. The study demonstrates the process about pre-survey and formal survey, and verifies the consistency and effectiveness of the questionnaire structure by pre-research data, otherwise to adjust questionnaire based on the results. The formal questionnaires were issued on Taobao research platform, collected nearly 5,000 valid questionnaires. Firstly comparing the sample distribution of the research with the authoritative report after selecting valid data, the results show reasonable distribution for research sample. The reasonable sample can represent the opinions of most online customers and reflect current situation of onling shopping. Rankings the factors based on frequency analysis. Adjusting the default model about influencing factors of online shopping decisions based on factor analysis by AMOS to verify the assumptions. Finally conclude and rank the key influencing factors of online shopping decisions according to the related data analysis.The results of ranking of the key influencing factors by the empirical analysis-" Guarantee of after-sale service ", " Efficiency of merchant service "," Security of payment ", "Attitude from customer serveice "," Convenience for delivery information ", "Introduction for commodity "," Privacy protection "," Integrity of packaging "," Good evaluation "," Attitude from courier ". Carry out a cross-analysis, and recommendations based on the ranking of the key influencing factors, develop a reasonable marketing strategy to provide a reference for the improvement of China’s online shopping environment.