A Study On The Influencing Factors Of Rural Resident's Online Shopping Consummotion Decision-making Process Under E-commerce Environment

With the rapid popularization and development of information technology,more and more people begin to choose online shopping, electronic commerce's development more and more people's attention increasingly. But China's vast territory, geographical environment, economic and other factors to make our country electronic commerce development is not balanced. Mainly reflected in the differences between rural and urban areas is large, urban areas is more active, online shopping consumption gradually becomes the main way of consumption, at the same time evolve out of the new model of electronic commerce. While rural areas are relatively cold quiet and traditional way of consumption still occupy the dominant position. However, in recent years, the network shopping of Internet users in urban areas user scale growth tends to slow gradually, and rural network shopping user scale growth present the rising trend, online shopping commodity prices low,are more advantages begin to emerge, while rural residents shopping consumption amount is not high, but e-commerce market has great potential in rural areas.Based on the consumer purchase decision model and on the basis of the theory of network consumer purchase decision, and understand the conditions of rural e-commerce development, the people's perception on online shopping consumption in rural areas as the starting point of research, combined with EKB model put forward in the consumer decision-making model for rural residents shopping consumer decision process, analysis of rural residents in online consumer decision-making experience requirements in the process of cognition, information search, the formation of purchase intention and the implementation of the main factors that influence the consumption decision of four stages,put forward the factors influencing rural residents online shopping consumer decision process model and constructs the index system of influencing factors, enrich the domestic research on the influence factors of online shopping rural consumers and electricity companies provide Suggestions and measures to improve the level of online consumption.In this article mainly through sample data in the form of questionnaires, in rural areas by using the SPSS data analysis software to the collected sample data for the reliability and validity analysis, factor analysis and variance analysis based on the results,and by using structural equation model, using Amos confirmatory factor analysis, the emphasis is on the different stage of rural network factors that influence the consumer buying decision process of extraction and verification, including potential factor to obtain a more comprehensive and refining the influence factors of comprehensive index system,this article research results of the study. Finally, pointed out the study found that in the process of study limitations, and puts forward looking for possible future research directions, after a series of analysis based on the results of the upgrade rural online consumption level of the recommended measures.