| In recent years, with the rapid development of the global network economy, online sales have become an important channel in today’s commodity trading. CNNIC released its29th China Internet Development Statistics Report in January2012.The data show that:As the end of December2011, the scale of China’s online shopping users reached194million people, online shopping usage rate increased to37.8%.Compared with2010,Online shoppers to an increase of3344million, an increase of20.8percent. Into the21st century, with the rapid development of e-commerce, more and more consumers choose network shopping, more and more transactions finished on the Internet. Internet users scale is an important factor in promoting China’s total consumption of the network. The relevant data show that2010, the amount of online shopping in China reached498billion yuan, up86.5percent over2009, accounting for3.2percent of total retail sales of goods in our society.There are at least185million users have online shopping experience, accounted for all Internet users40.6%. Such a large market share and turnover, which inevitably led to intense competition in the online retail market. When e-commerce market forward pragmatic stage of development time, more and more businessmen and academics began to focus on how to improve the network of consumers desire to buy.The large number of empirical studies verify the consumer characteristics is an important factor influencing consumer purchasing decisions online. Gray and Eysenck believe that different personality traits lead to different motives and behavior of consumers. Some more people to the pursuit of a good result, and compared to "loss" and "no loss",they are more sensitive about "get" and "did not get", they want to pursue their own success and growth; To the contrary, some people pay more attention to the "loss" and "loss",they focus on insurance and security, avoid bad results. In addition, with the rapid rise of web2.0technologies, during online shopping environment, consumers often plays the role of the website information recipients, often through pictures and text published by businesses,often refer to the online comments of others, indirectly to understand the information of network goods. Many studies have shown that the exhibition of the network products influence consumers’purchase intention, and enhance consumers’ online shopping intention. The same products and services, you can display different information:graphic, abstract, and a whole way; icon of the relatively low level of specific, relatively minor, local characteristics showcase.This study is commenced in this context. The article mainly through literature review and combing at home and abroad, based on regulatory focus theory and construal level theory to build a relational model of online shopping intention. Select two dimensions of the regulatory focus (promotion focus and prevention focus),combined with the manner of network information presentation,use experimental methods to explore the impact mechanism of their interaction on the willingness of consumers to online shopping.The innovation of this study:domestic and foreign scholars study on the purchase intention of online shopping from perception shopping risk, trust, transaction costs, services, outlets and store design angles. Seldom from the motivation of consumers explore its inner psychological mechanisms in the network environment. So this article from a psychological perspective, introduce the regulatory focus theory to explore consumers’buying behavior intrinsic mechanism during e-commerce environment. The innovation is mainly embodied in following aspects:(1) based on the regulatory focus theory to explore the different regulatory focus of individual differences in network buying environment. This attempt, whether it is in the field of psychology or marketing is bold. The results not only to enrich the field of psychology, regulatory focus theory, expanding its scope of application, but also to provide a new entry point in more marketing issues.(2) try to summarize the information in the online shopping environment in the framework of construal level (high and low dimensions), to explore the different influence on different individuals, and thus research the influence of individuals regulatory focus and information construal level on purchase intention. The contents of this article consists of five parts. Chapter1Introduction; Chapter2, literature review; Chapter3, the ideas and theoretical assumptions; Chapter4, experimental design and results of analytical; Chapter5Conclusions and Outlook. |
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