Empirical Study Of Factors Affecting Consumers' Online Buying Behavior

In recent years the Internet as a new communication tool, the value of their business is also recognized by the people; Internet-based online buying behavior is also slowly being accepted.Under the Internet background,the concept and the way of consume and the status of consumers just takes places a series of variety. As a result,a new type of online consumer behavior,completely different from the traditional consumer behavior has come into being. This kind of internet-based consuming behavior has attracted wide attention from the theoretical circle and prompted a lot of researches at home and abroad. This dissertation aims to customer online buying behavior for study, First, I put forward and verify that influence consumer online purchase behavior factors, then systematic study of the correlation factor to influence of customers online purchase behavior. The theoretical review, modeling and statistical verification and a series of methods and statistical analysis such as SPSS and LISREL the integrated use of tools. Confirmed that a number of factors that the consumer online buying behavior.Draw the following conclusions:"Emotional factors","Perceived risk","Social factors" and "Easy to use conditions" could significantly affect consumer online purchase behavior; "Perception useful" and "Habit" in terms of online buying behavior of consumers had no significant effect. According to the above research results,this dissertation proposes the marketing suggestions to online seller as the application of the conclusion at the end.