The Research On Consumer Behavior In BtoC

With the popularity of Internet and development of information technology. world economic information technology, world economic informationalization and globalization were accelerated. At the same time,it also change the mode of business competion. More and more companies began to retail business online.As an new shopping channel, E-retailing can offer abundant goods information, breaks through the space,time,demarcation line and communicate with customers in whole world real-timely, realize individualized marketing, and can deliver the digitized goods in real time. With the development of electronic commerce, the limitation also exited.On the analysis of consumer's angle ,This article discusses consumer behavior in BtoC. The research mainly includes five parts.Part 1, The first part makes an introduction on the development of consumer behavior , theory and practice made in this area and discusses the goal of research.Part 2, The second part focuses on the study of development of BtoC mode, introduces Enterprise and Customer in BtoC.Part 3, The third part makes a key research on Consumer characteristic,and compares with the customer in Traditional commerce mode. From the basic characteristic, we discuss the population statistic characteristic of customer, including the sex, the age distribution, the years of schooling, the occupation distribution, the income level, and participate in the on-line shopping the degree.Part 4,The fourth part studies the BtoC electronic commerce consumer's demand, the motive and the intention of purchase behavior. The demand and the motive have affected consumer's behavior, has caused the final result. Using the planned behavior theory, we has studied consumer's behavior intention in BtoC.Part 5,The fifth part analyzes consumer behavior in BtoC mode. Then, it analyzes the consumer behavior in the general model, specifically it has analyzed the change under the network environmentutilization. At the end, it studied the pocess of consumer's purchase behavior , emphasized the recognition demand, collected the information, the choice of judgement, the purchase decided, and the contents after bought appraises five stages.