Research On Influencing Factors Of Individual Customer Online Consuming Behavior Based On Complex Adaptive System Theory

With rapid development of online consuming market, the numbers of online users and active consumer are also growing. Based on authoritative data, we found that nearly 80% of online consumers seem to have the same decision showed on their penetrating consuming behavior,that most people will choose some more excellent E-commerce website and companies. Therefore, from the macro point of view about overall online consumer group, it can be concluded that online individual costumer group has emerged a consistent behavioral characteristic at this developing stage. In recent years, with the prosperity of online shopping market, more and more scholars focused on changes or structure of influencing factors about individual customer online behavior and decision system, most of them were in order to explore individual online customer’s decision-making process, or put forward one or two innovative factors in terms of influencing factors, which were mainly based on mature classical model of consumer behavior or decision-making process without introduction and contact with new theory. The paper has linked the theory of complex adaptive system with the consistent phenomenon in online consumer market and concluded that:complex adaptive system exists everywhere in our life and it mainly emphasizes the complexity of active agent as well as their interaction rules between environment or other agents. While the online consuming market is also an evolving complex adaptation system which follow the same basic principles, especially in convenient online environment, the interaction could be more frequently. Therefore, the paper regards individual consumers as the active agent in the whole system and emphasizes their studying process under the influence of other agents or environment based on their own existing experience, finally optimize their decision-making rules.The literature review concluded the information about complex adaptive system theory and its application, took reference of learning process of individual customers to consider the learning process of individual customers as obtaining, extracting, evaluating information and come to results (without the consideration of multiple feedback and dynamic adjustment stage). In addition to propose online learning and decision-making model based on consumer learning theory, EKB model and Hawkins theory in psychology. Meanwhile the paper refined main points of the researches on Influence Factors and took them into classification, including endogenous factors related to the active agent and exogenous factors related to the environment, a total of eight variables and put forward hypothesis that these eight factors would all stimulate the final decision result positively. Then the paper used questionnaire survey to make a local research to verify the hypothesis.The data conclusion exposed that the other seven variables all had a significant positive stimulus to consumption intention except for empirical variable. We can found that the online individual consumer group were mostly mature and experienced while making shopping decision. And due to the convenience of online shopping environment, it could be easier for customers to collect more information so that their decision could be influenced by many factors. Finally, the paper put forward corresponding management recommendations according to the results of the investigation, that for the less competitive business platform and companies, they need to make optimization on various aspect based on the influencing factors of learning mode in order to enhance their competitiveness.