A Study Of Factors Influencing Customers' Initial Online Shopping Behavior

The appearance of e-commerce brings favorable business opportunities to the retailers. Though e-commerce has good growth prospect, not all consumers have accept it at present as it is a new business pattern. A majority of consumers have never shopped online, and to overcome initial online shopping barriers is very difficult. Under the background of internet, compared to traditional shopping, consumer's idea, behavior, status and so on have taken place a series of changes, and the development of e-commerce is still in an early stage, so why consumers do not choose online shopping is far from being completely understood. In order to provide reliable premises for enlarging the amount of online shopping, to provide basis data, basis preconditions, and importance methods for online retailers'studies of measures, and to enrich the theories of consumer's behavior on the online retail lay, this paper studies the factors influencing consumers without online shopping experience not to shop online.The paper confirms the factors influencing consumers'online behavior based on the relevant consumers'behavior theories, by reading literatures, holding brain-storm meetings and deep interviews. This paper investigates the factors that influence consumers'initial online shopping by empirical method, and compares the difference of factors'force between initial and repeated consumers. All the data used in the study from our survey which used online people as the research objectives, and the results educed from analyzed the data by using SPSS13.0.The results show: (1) there are some differences between initial and repeated consumers on influence factors, and as well as between initial consumers without intention and initial consumers with intention; so we need to distinguish initial consumers and repeated consumers to research, and distinguish initial consumers without intention and initial consumers with intention when we research initial consumers; (2) convenience, trade reliability, usefulness and personal information security are four main factors that influence consumers'initial intention of online shopping; it's more difficult for conservative consumers to intend to shop online; on demography variables, all the factors have no distinct differences in gender, marital status and average monthly income, and usefulness and convenience factors have distinct differences for different age and education level groups; (3) trade reliability, personal information security, credit standing of website and balancing procedure, payment and delivery, marketing combination and website interface are six main indicators that influence initial consumers with intention of online shopping to give up it, among which trade reliability, personal information security, credit standing of website and balancing procedure are of greater importance; on demography variables, all the factors have no distinct differences in gender and average monthly income, and trade reliability and website interface factors have distinct differences for different marital status, and marketing combination factor has distinct differences for different age and education level groups.Through the research, we have the conclusions: regard different consumers as separate groups to formulate marketing strategies, construct secure internet environment from technology and business pattern, enhance initial consumers'confidence in the personal information security and trade reliability, strengthen the propaganda about the advantages of online shopping to initial consumers'without intention of online shopping, make conservative consumers as emphases propaganda objects, simplify balancing procedure, conservative consumers as a separate group and formulate marketing strategies, online shops should advance their credit of standing and perfect their supporting services.