How Skill Of Personal Web Using And Challenge Of Websites Affect Online Behaviors On Information And Trade Websites

With the development of cyber framework, online market is absorbing more and more enterprises and people. A lot of compares have set up their own website, take part in providing product and service through network. A proprietor of a website hopes it can transfer and receive information in time from exterior. At the same time, consumers also wish to gain wanted information at the World Wide Web freely. Difference of content and format among different websites responses the different aim of building website. On the other hand, aims of consumers visiting the World Wide Web vary with consumers' age, temperament, etc. and consumers' expectation of difficulty in face to visiting a website vary with consumers' level.Maybe one website varies in degree of visiting difference after several visitors. Some visitors perceive they can quickly find information they wanted, but the integrative impression are not perfect, they are like to say it is too simple. The other way around, the impression, for that they cannot freely hunt information, is not bad, only for visitors enjoy little game on the web, or bbs.Why online consumer behaviours vary with different web? Many researchers have investigated flow experience. In this paper, we also start our investigation from flow experience. Along with flow theory, all investigation insist on skills exceed challenges will lead to exit. In a sense, consumers are searching some product, they prefer to find thing and information they wanted as soon as possible. Redundant approaches may annoy them. However, present theories don' t distinguish website categories, they think all present website are same for browsers and searchers visiting. Then we investigate what influence between website categories and online consumer behaviour. Quelch & Klein (1996) classify websites into Information and Trade websites.This dissertation includes five chapters. Chapter 1 describes the characteristic of online consumer behavior and the development in the E-market place. Chapter 2 summarize literature retrospection about online consumer behaviors in term of Flow and website interactivity. Chapter 3 puts up the research frame and develops the hypotheses. Chapter 4 discusses the process and results of the data analysis, by which testing the hypotheses. Chapter 5 gives the conclusion of the whole study, indicating the implications on theory and practice, meanwhile, points out the research limitations and future directions.