A Research To The Influential Factors Of Consumer Purchase Decision In B2C Environment

Consumer behavior research,network purchase decision have always been the hot spot of the e-commerce market research. At present, Chinese e-commerce market develops steadily, but on the whole, consumers’ online shopping satisfaction is unsatisfactory. What factors will influence network purchase decision? What are the main factors influencing the purchase decision? How much is the strength that main factors affect buying decision? Answers to these questions can help to further improve Chinese e-commerce market, attract more consumer groups to participate in the market, also have certain guiding significance to carry out marketing activities for e-commerce merchants, and that’s why we carry out this study.In this paper, on the basis of a large number of literature research, we redefine the concept of purchase decision, we think consumers purchase decision is not just the decision to buy or not buy, it is the five process of aggregation. Driven from demand stimulus, consumers produce purchase intention, then take the initiative to get product information, comparing to the information, decide to buy or not until make the final purchase evaluation. Explicating the definition, the research to impacting factors of buying decision becomes clear. In this paper, we segment the research of purchase decision influencing factors into the five process of decision-making. On the basis of the reading of vast amount of literature, to find out the influence factors of each stage, and summarize these factors, we finally refined 21 influence factors. On the basis of this, we present a conceptual model of the factors that affect purchase decisions, answered the first question in this paper.To answer the second question, this paper launched the first empirical research, we made descriptive analysis, the reliability and validity test to the recovery data, then took R system clustering analysis to cluster these data, finally we cluster 21 factors together into 8 classes, and 8 representative factors are extracted, they are website popularity, the network advertising, brand reputation of online store, logistics, after-sales service, product brand, product sales, evaluation of commodity network.In order to solve the issue that how much 8 representative factors impact on buying decision, this article carried on the second empirical study. We made decision information table using the recovery of data and on the basis of rough set theory we processed the obtained 8 representative factors and got their importance to purchase decision. Results show that a commodity evaluation affects purchase decisions most, online reputation followed, and then the product sales, product brand, network advertising, after-sales service. The least factor that affects the purchase decision is logistics.