The Research On E-consumer Buying Behavior Model

The research on consumer buying behavior model has already been mature because of the creation and the application of the several classical models such as Nicosia model, the Howard-Sheth model and the EBK model. Now we are being faced with the new task on E-consumer buying behavior model. So we make a summary of above-mentioned classical models and abstract the common theory?the framework of "stimulation and reaction" on which we can design E-consumer buying behavior model. In order to explain this model clearly, the paper is divided into six parts. The first part is the preface of the paper in which we briefly introduce the meaning, status quo and method of the research; the second part is the part of general description. In this part, we introduce several classical models and put forward E-consumer buying behavior model. At last, we compare E-consumer buying behavior model with common model. From the third part to the fifth part are the emphases of the paper. Every part has its corresponding content: the module of stimulation, the module of gray-box and the module of reaction. Concretely speaking, the third part discusses the marketing stimulation and the environment stimulation; the fourth part discusses mental basis of E-consumer buying behavior, individual factors that affect E-consumer buying behavior and information-dealt process of E-consumer buying behavior; the fifth part discusses the reaction during the purchase and after the purchase. The sixth part is the end of the paper in which we point out that the designing process of this model is justly the scientific probing one, in other words, it needs to be modified and perfected constantly. So is the paper's whole structure that helps to intensive analysis.