Consumer Behavior And Personality Traits Of The Internet Consumer In China

The Consumer Style Inventory of the college student internet consumer in China was used in this research. Using ZKPQ personality traits and internet consumer style inventory can find out the reason of consuming style and the influence of it and to proof that personality traits are one of the reason to influence the consumer behavior. The result of this research may help the enterprise, consumer and designer when only using the interface how to make the best interaction to sell the product or let internet consumer having a happy process of shopping.The Zuckerman-Kuhlman personality questionnaire and internet consumer styles inventory were sent to the students of Shanghai Jiao Tong University, Fudan University and Zhe Jiang University. The effective rate of those 2 questionnaires is 76%."Operate simply","Trust","Product Description","Internet Safety","Too-Much-Choice Effect","Impulsive","Shopping Desire","Enjoying Shopping","High Quality","Lower Price"and"Transportation",11 factors were found in the china college student internet consumer."Brand"was not found. This result can explain to"Brand"is not the important factor to consider when the college internet consumer shopping."Brand"is no more important when the other 11 factors show up. The 11-factor can be concluded into 3 characteristics, that is product characteristic, website characteristic, and consumer characteristic. These 3 characteristics are positive related and interactive. The product characteristic will influence by"operate simply","Trust", and"Product Description", by the way, it may caused the internet consumer having a too-much-choice effect problem; the website characteristic will cause the"Too-Much-Choice Effect"and influence the result of"High Quality","Lower Price", and"Transportation"; the consumer characteristic is influence by"Trust","High Quality", and"Transportation".Using Spearman R found out personality traits of Zuckerman-Kuhlman personality questionnaire is related to 11 factors of internet consumer style inventory. It proofs that personality traits was influence the consumer behavior. The result came out that most of the consumer behavior is related to Impulsive Sensation-Seeking and Neuroticism-Anxiety and not much related to Aggressions-Hostility, Activity, and Sociability. It can be explained to Impulsive Sensation-Seeking and Neuroticism-Anxiety is leading the consumer behavior when then internet consumer was surfing or purchasing. This 2 kind of personality traits can be described by impulsive, anxiety, nervous disposition, hesitant, etc. During the result this research found out, it can be useful in strategy design, interaction design or interface design to push up sales and satisfy the internet consumer.