Investigation On Shopping Behavior Of Rural Consumers In Hegang Township Of Hegang City

With the advantage of “Big-data”times and the “Internet plus initiative” period towards us, It makes the tentacles of information extended to the vast rural areas of China.The Internet not only gradually shorten the distance between the entire urban and rural areas, but also gradually changed consumer’s consumption notion and habits of the rural areas.As a new method of E-commerce transactions,The main battlefield of the Online shopping market had not only limited to urban, E-commerce of rural area and prospects for the development of rural consumer consumption potential is far more than to the city. Therefore, It is imperative that to explore the rural consumers Online shopping behavior.In the part of the literature review, Focus on the domestic and foreign existing rural consumer online shopping behavior, rural population consumption characteristics and development of rural electronic commerce in the main line by the theoretical research to the domestic and foreign literature reading, for consumers to buy general behavior theories, based on the summed up the common problems of rural consumers in the online shopping process exists, and explored the future path of E-commerce development in rural area.Based on certain rural area consumers(Hegang City Vegetable Garden Township)as the research object, the basic situation of the network shopping were investigated through the main part of the thesis. Firstly, combining supplemented by a questionnaire survey with quantitative research methods on the vegetable garden, description and analysis rural consumers online shopping behavior, draw some of the practical situation of the rural areas of consumer online shopping. Second, investigation and analysis rural consumers online shopping intention who had never tried online shopping in the future. Finally, Encountered in the insight into the rural areas of consumer online shopping process problems and difficulties, through rural consumers in the online shopping process data analysis existence reasons of these problems and difficulties,and the conclusion can be for B2 C E-business enterprise mining and expand the consumer market in rural areas in the future. It also can provide some reference suggestions or comments at the same time.