| As the continued innovation of information technology and the more extensively application of the Internet, the way of communication and business models have been changed, so as to the way of consumers shop. More and more Internet users are accustomed to the transparent price and convenience of online shopping. There is one online shopping consumer in four of China's current Internet users, while in Europe and the United States and South Korea and other countries with high Internet penetration, this ratio can reach two-thirds of Internet users. In the Internet Age, any business and customers have become closer to the virtual distance, so customers can easily approached, or leave your company. They can also affect more customers to enter or leave quickly. Therefore, the research and practical application of consumer's decision-making of online shopping will play a more important guide to business in the network economy era.Decision-making is a function of policy-makers and information. What information will be collected in consumer online shopping process, how this information is encoded, stored, integrated, and results in a purchase decision-making? What strategies companies should take to deal with these issues? This thesis establishes an information structure model concerning on consumers' decision-making in Online shopping process, n this paper, based on thinking about the above questions and studied by information structure for consumers'decision-making in Online shopping process. Then this thesis validates and corrects the model through empirical analysis and mathematical method. The conclusion will provide reference to make right marketing strategies for the current online shopping site and the enterprise, which have the intention to develop e-commerce.The research of these external information sources and influencing factors that affect the consumer decision-making process and information integration process can help companies to develop effective marketing strategies to attract consumers, win more market shares, enhance competitiveness, and make profit for company. By analyzing the factors that impact on consumer decision-making, such as privacy, rights and interests can provide the basis for governments to develop effective policy to protect consumer rights of online shopping. It also can help consumers make informed purchasing decisions. From a theoretical perspective, online consumer behavior research has become a hot spot research, of consumer behavior. After carried out a large number of domestic and foreign literature search, this paper found that the current researches of the influence factors of online shopping behavior are mainly based on an extension of the traditional shopping model, based on the TRA and TAM model. This paper adhibit the decision theory and information-processing model of consumer choice on the basis of combination of information and individual factors to carry out a comprehensive study of consumer online shopping, and make a information structure model of online shopping decision-makingThis paper presents decision-making factors in online shopping From the perspective of information, validate the path that the various factors affect online shopping intention through standardized and rigorous empirical studies,direct or indirect impact.As well as it makes mathematical calculation of the relevant degree of every factors to intention.In addition, this thesis gives advice and make suggestions for business to make effective strategy to attract consumers shop online and also gives a number of legal and regulatory advice about Network business and trade according to presented model... |
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