Research On The Strength Of Rural Women’s Online Shopping Behavior

With the development of Internet technology and e-commerce,online shopping has become a new way of shopping and is quickly accepted by consumers.Compared with the increasingly popular urban online shopping market in my country,the rural online shopping market in China is smaller in scale but has great development potential and room for development.Research on rural women’s online shopping behavior can provide new ideas for related research on online shopping behavior and further improve the relevant theories of online shopping behavior.It can clarify the commonality of rural women’s online shopping and the characteristics of different types of rural women’s online shopping,provide basis and inspiration for e-commerce companies to better develop the rural women’s market in the future,and can also provide reference for the government to formulate rural online shopping-related market policies.This article defines the concept of rural women on the basis of consulting existing relevant literature and reviewing relevant research status at home and abroad,and classifies rural women according to age,education level,occupation and family per capita monthly income;expounds online shopping theory and online shopping Behavioral dynamics theory.Designed a survey questionnaire on rural women’s online shopping behavior,used Excel and other statistical tools to process the survey data,and used a combination of quantitative research and qualitative analysis to summarize and discover the strength of rural women’s willingness to buy online,the frequency of online shopping,and the amount of expenditure.The commonalities and differences.With regard to the strength of rural women’s willingness to shop online,this paper investigates and analyzes the similarities and differences in the three aspects of rural female residents’ willingness to shop online,as well as the reasons why they are unwilling to shop online and why they are willing to shop online.More than 75%of rural women are willing to shop online.The main reason why rural women are reluctant to shop online is that they do not operate,followed by remote pickup locations and personal shopping habits;the main reasons why rural women are willing to shop online are the rich variety and higher prices of online products.Attractive,followed by convenient and fast payment and the inconvenience of shopping in physical stores.Rural women aged 18-60 have little difference in online shopping willingness,and rural women over 60 have weak online shopping willingness;rural women’s online shopping willingness is directly proportional to their educational level;occupation and family per capita monthly income have a certain impact on rural women’s online shopping willingness.The main reason why rural women over the age of 45 are unwilling to shop online is that they do not operate.Rural women under the age of 30 are unwilling to shop online because they are more affected by personal shopping habits.The higher the level of education,the lower the proportion of people who are unwilling to shop online because they don’t know how to operate.Rural women engaged in planting pay more attention to the price of commodities,while female employees of township enterprises and female village officials pay more attention to the richness of commodities.The willingness to shop online is closely related to the monthly household income per capita.Rural women with low household monthly income are weak in willingness to shop online,and rural women with high household monthly income are strong in willingness to shop online.With regard to the frequency of online shopping for rural women,this article investigates and analyzes the similarities and differences between the online shopping experience and the number of online shopping for rural women in my country.Three-quarters of rural women have online shopping experience.Among them,more than 70%of rural women have an average of 5 or less online shopping transactions per month.The vast majority(over 90%)of young and middle-aged rural women shop online,and most(nearly 80%)rural women over 60 years old do not shop online.Education level has a certain impact on rural women’s online shopping experience,but it is not that the higher the education level,the greater the proportion of online shopping experience.With the increase in per capita monthly income,the proportion of people with online shopping experience also increases.Rural women of different ages and occupations have different average monthly online shopping times.The number of monthly online shopping has a certain relationship with the monthly household income per capita.Rural women with lower monthly household income per capita have fewer monthly online shopping.In terms of online shopping expenditures for rural women,this article investigates and analyzes the similarities and differences in online shopping expenditures for rural women in my country.Nearly three-quarters of rural women spend no more than 500 yuan on online shopping on average.Most people under the age of 18 spend an average of 100-300 yuan per month on online shopping;most people between the ages of 18 and 60 have an average monthly online shopping expenditure of less than 500 yuan.Monthly online shopping expenditures have a certain correlation with education level and per capita monthly income.Rural women with lower education level have lower average monthly online shopping times,and rural women with higher education level have higher average monthly online shopping times;per capita monthly Rural women with low income spend less on online shopping,while rural women with high per capita monthly income spend more on online shopping.