Study On Online Consumer Behaviors In Email Direct Marketing

With the development of network economy countries in the world of the Internet economyin terms of both breadth and depth greatly improved and achieved remarkable results, however,economic conditions in the network changes in consumer behavior research has not been Dueattention. From the start of network analysis of consumer behavior, consumer behavior throughchanges in the characteristics and behavior of such research, which focused on how companies inthe network environment using Email marketing to attract consumers to expand the network toachieve market share, increase Profits. The emergence and rapid development of the Internetmarketing enterprise had a profound and important effects, while changes in consumer behaviorinevitably requires companies to develop new marketing strategies to adapt to these changes.Correct understanding of these effects, for businesses to adapt to the new environment, bettermarket segments, the use of advanced marketing tools and methods to meet consumer needs is ofgreat significance.Quite a few scholars have applied this tool to examine certain consumer behavior makingstyles，while most of them were focusing on multi-national or cross-cultural comparison anddemographic variables yet the research of applications in different purchasing situations is stillinsufficient.Therefore,it is of great theoretical and practical significance to mainly focus ondiscovering the decision making styles of Chinese online shoppers in this new shoppingcontext,including the characteristies and the potential influencing factors．This empirical study takes Chinese online shoppers as the research object,and adopts onlinequestionnaires which focus on Email marketing only．After investigating the traits of the onlineshoppers’ decision-making process，it comes to a conclusion and provides some managerialimplications and suggestions for future research on the consumer behavior of online shoppers inChina.This paper building awareness, interest, desire, behavior, consumer behavior model base onAIDA model. The findings show that these factors have more significant impact on consumerbehavior after factor analysis.Besides,the paper also discusses the relationship between the decision making style and personal characteristics by using correlation analysis and regression analysis.The findings showthat there are significant differences in purchasing decisions between female and male intemetusers.Moreover,the frequency of online shopping,the amount of money being spent and the typeof products will considerably influence one’s decision making style,especially to those consumerswith the traits of novelty and fashion conscious,habitual and brand-preferential,and hedonisticshopping conscious styles.