Analysis Influence Factors Of The Behavior For Buying Flowers In The Internet

With the Internet age coming, shopping online has become the mainstream of current consumer’s fashion shopping, more and more products and services enter the network, with the electronic trading platform, to meet consumers’ demand. As a large agricultural country, the development of network marketing will bring opportunities for sale of agricultural products in China. How to grasp the opportunity? For marketers of agricultural products, the first problem to be solved is on-line shopping environment, consumers’ purchase behavior will be subject to which factors? Different influencing factors affect the intensity? The solution to these problems is a prerequisite for successful network marketing, and it is also the contents of this paper to research and analysis.This article selected agricultural products on behalf of the crops-flowers for the study, constructed impact factor model of the purchase behavior online, and extract the six assumptions of flower online shopping through the literature review, collect data through questionnaire survey, using empirical analysis to verify the hypothesis of this study. Finally, according to the results of factor analysis and regression analysis, provide some reference suggestions and reference for businesses to develop marketing strategies.It was found that the shop cognitive factors, the particularity of products, the psychological needs of consumers, personalized product demand, product promotion strategy and network familiarity have a significant effect on buying behavior of the floral network, negative correlation significant factors include:the shop cognitive factors and product particularity factors; besides, positive correlation factors include:the psychological needs of consumers, the demand for personalized products and product promotion strategy.Therefore, for the flowers online retailers, to having a full understanding of consumers, not only depend on the product, but also need to bring them into the minds of consumers. They have to promote the preservation technology, elimination of consumer fear for flowers, and other special products; the other hand, we should understand the psychological needs of the consumer online shopping, connectivity products and consumer psychology can contribute to consumers’ online shopping behavior. Also need to pay attention to the cultivation of the store credit, first of all, consumers cognitive online shop comes from its online store credit rating judgment, and good quality and services is a guarantee for credit enhancement, it is the source of all interests. Consumer demand dominates the marketing strategy, only to win the favor of consumers, in order to promote the realization of consumer behavior.