The Empirical Research For Influencing Factors Of Online Customer Shopping Decision-making Behavior

Enter twenty-first Century, e-commerce has been rapid development, the electronic commerce has the advantages of low cost and high efficiency of the huge advantage, as well as the rapid development of the Internet and has great ability of information processing network marketing system, the network consumer access to product information easier and more accurate, more and more Internet users choose through the electronic commerce platform shopping, online shopping has into people’s life. But in the process of development of e-commerce has encountered the problem of every hue, which are the key factors that may influence consumers’ choice of online shopping has become the domestic and foreign researchers to explore an important topic, so this article selected topic in theory and reality significance. This paper is mainly divided into two parts:theoretical and empirical, theoretical part:firstly, according to the amount of data the conclusion of present Chinese Electronic Commerce in the face of opportunities and challenges, and their advantages and disadvantages; secondly, through reading the literature summarized the network consumption and consumer network definition as well as the traditional consumer and difference, and the network consumer network consumer attitudes are classified, the main types are:practical, surfing type, novice, economical; finally, the network shopping decision-making behavior and theoretical model to be elaborated, educes the research core content. Consumer decision behavior is that people living in the most common activities, is a network of consumers in e-commerce platform to navigate and find their own needs the relevant information of the goods, and in this process the contented degree, for decision-making provide necessary information support, in the end to make the purchase decision-making process. And introduced the network consumers’decision-making behavior characteristics:expanded choice and more convenient, the network consumer directly involved in the production and design process, safe and reliable Internet to attract more attention of consumers preference of online shopping network, website operation convenience and commodity production enterprise reputation and visibility are more network consumer concerns. And according to the domestic and foreign to the network consumer decision-making behavior of related literature and the decision-making model based on research, summed up the three variables:cognitive variables including product factors, safety factor, network factors and service factors; attitude variables including consumer shopping network in the process of formation of the satisfaction and to the electronic commerce platform of trust; decision variable.The empirical part is mainly on the proposed model and hypotheses are demonstrated. Based on a great deal of literatures on the basis of these three variables designed to collect data by questionnaire. According to the three variable design based on model structural equation model, it is a science based on statistical techniques for the analysis of research methodology, in order to handle complex multivariate data exploration and analysis. As a result of structural equation modeling effective integration of" factor analysis " and " path analysis " statistics of two mainstream technologies, and widely used in marketing, economics, psychology and behavior science and other areas of the integrated study on the statistical analysis method, structural equation model of multivariate statistical higher statistical category, which belongs to the multivariate statistics.This paper mainly uses empirical analysis method, through the SPSS16.0factor analysis, reliability analysis, validity analysis, through the AMOS17.0structure equation model analysis. The results show that the proposed network consumer decision making model fit well, i.e. cognitive product factors, safety factor, network factors and service factors on attitudinal variables including consumer shopping network in the process of formation of the satisfaction and to the electronic commerce platform trust have significant influence, and the network of consumer attitudes directly affect decision making behavioral variables.The paper is divided into five chapters:the first chapter is the introduction, introduced the electronic commerce the opportunities and challenges, combined with their own advantages and disadvantages, puts forward the research core questions, this paper introduces the research of the theory and the practice significance, at home and abroad and on the network consumer decision making related literature are presented as well as the paper studies the methodology and framework; second chapter is the network shopping decision making analysis, first from the network consumption, consumer network and network consumer behavior concepts are explored, according to the network consumer shopping attitude analysis summarizes the network consumer types, according to the previous theoretical models proposed in this paper the consumer decision making research on Internet consumer decision-making influence factors; the third chapter is the network consumers’ decision-making behavior influencing factors empirical analysis, firstly in chapter conclusion of the study were pooled analysis proposed the research model and hypotheses, this study put forward the network consumer s decision behavior dimension; then based on previous studies identified the research variables measuring project selection, design a reasonable questionnaire; briefly introduction to data analysis method, and the Details on the network consumers’decision-making behavior influencing factors empirical analysis; fourth chapter is the conclusion and expectation, to the conclusions of this study are summarized, and pointed out the research limitations and shortcomings; finally put forward the further research the content and direction of.