Research On The Behavior Of Potential Online Purchasers In E-Commerce Environment

The Internet has become the new channel of marketing. More and more consumers have been adopting this kind of purchasing way. It is necessary that we research on online purchasing behavior and attitude of consumers in order to develop marketing based on web.This paper divides the online purchasers' behavior and constructs an attitude path model of potential online purchasers based on the relevant references about online consumers' behavior. In this model, some factors about affecting the attitude of potential online purchasers and relations of these factors are discussed. The study has implications for both theory and practice. We not only construct the model, but also support this model hypothesis by the data that is selected from some areas of Xi'an. The data comes from the offline. We apply SPSS software and structure equation model to analyze the data .The practice result shows that reliability and usability of model are enough. At last the data analysis supports the previous hypotheses.The attitude path model of potential online purchasers demonstrates the factors that influence the potential online purchasers attitudes and relations between these factors. From the theory aspect, this kind of division research can better represent the characteristics of potential online purchasers. The attitude path model of potential online purchasers can provide better basis and background for researchers to study in the further. From practice aspect, this model can provide theory support for companies to apply these conclusions. This research will be helpful to some companies to analyze their marketing opportunities.