Information Behavior Chain Of Internet Consumption

With the improvement of online payment environment and growing purchasing power of market players, the advantage of online shopping attracts more and more people to join online consumption. Present our country's online shopping market is huge, and the growth potential of future market will be even greater. This is bound to attract more businesses to join this market, so how to improve the marketing strategy of online merchants and how to make consumers'process of online shopping more secure and effective causes the widespread attention of online merchants and scholars, there is more and more researches on the mode and factors of internet consumption behavior.Online shopping is the interactive process between consumers and all kinds of information in shopping site, some of which directly affects the transactions of online shopping. Finding the information which affects the online purchasing decisions of consumers will improve the marketing strategy of online merchants and the success rate of online shopping. This involves the information behavior of online consumer, and at present only a small number of researchers involve this field. Therefore, researching the consumers'information behavior in the process of online shopping, particularly the information which affects the consumers'online purchasing decisions has some theoretical and practical value.This study focuses the consumers'information behavior in their process of online consumption, particularly the information which affects their online purchasing decisions, and builds information behavior chain of internet consumption at last.Firstly, this study compared the core elements between the mode of internet consumption behavior and the mode of information behavior, then integrated this two modes into the mode of internet consumption information behavior, the core aspects of which include the section of initial screening information, the section of browsing and comparing information and the section of the interaction with information on the internet. Secondly, summarized the four categories of information which consumers may concern in their process of online consumption, and the four categories of information include product information, business information, consumers' information and third-part authentication information. Lastly, this study integrated these four categories of information and other factors which influence the consumers' online shopping behavior involved in the past research into the mode of internet consumption information behavior to form the information behavior chain of internet consumption.Based on the absolute market share of TaoBao shopping site and college students are the absolute core users, This study used semi-structured interview and questionnaire to survey the information behavior in the process of online shopping of 220 college students who are also TaoBao users in the major universities in Tianjin, particularly the information which influences their online purchasing decisions. Subsequently used SPSS software to analysis the information which consumers concern and the information which influences their online purchasing decisions in the section of initial screening information, the section of browsing and comparing information and the section of the interaction with information on the internet, and examined the differences on the information which influences the consumers'online purchasing decisions in gender and online shopping experience.Finally, the study concluded:the information which influences the consumers' online purchasing decisions in the section of initial screening information includes product style, product price and favorable rate of online shop; the information which influences the consumers'online purchasing decisions in the section of browsing and comparing information includes product evaluation, product style, product images, product price, product size and favorable rate of online shop; the information which influences the consumers'online purchasing decisions in the section of the interaction with information on the internet includes merchandise inventory (including the shelves and out of stock), product quality, business attitude and whether online,In addition, there are no differences on the information which influences the consumers' online purchasing decisions in gender and online shopping experience. Lastly, this study integrated this information into the mode of internet consumption information behavior to form the information behavior chain of internet consumption.The innovation of this study is building the information behavior chain of internet consumption and investigating the information which influences the consumers'online purchasing decisions. In addition, this study has some theoretical and practical value, for this study providing a reference for making consumers'online shopping more effective, providing a basis for online merchants to make marketing strategy and providing a new way of thinking for the scholars of internet consume behavior and information behavior.