Research On The Influencing Factors Of Internet Users’ First Purchase And Repeat Purchase Decision

Since the emergence of the Internet to the WEB2.0today, various forms of online applications are influencing and changing the behavior of the user, driving the changes and developments of the habits and patterns of user behavior. The social media which emerged in recent years and the changes in user characteristics it caused are bound to trigger great influences in the purchase decision of the Internet users. And these influences are undoubtedly a huge challenge to enterprise marketing and related academic researches. This study is designed to explore the changes and influencing factors of user purchase decision in the social media environment. The overall results are as follows:1. Confirmed that users’preference and products’quality are still the two most stable and lasting factors influencing users’music listening behaviors on the era of Web2.0. Many existing research has been studied the effects of online feedback on users’online purchasing decisions in various area for instance movie, software download, online books etc. However, it seems that previous researchers are placing too much emphasis on the impact of online reviews but neglecting the basic psychological reason of product purchasing behavior, which is the user’s own needs and satisfied quality of product. In this study, our findings suggest that it is vital for marketers to keep in mind that user’s own tastes or preferences and the product quality will always be the essential factors determining a consumer’s buying decision for online music. Tracking the user’s preference and improving the quality of the product will always be the fundamental considerations for online music to move on, develop and thrive.2. Discovered that herding effect is outstanding obvious for users’ first music listening decision, while it is quite weak for users’repeat music listening decision. Undeniably, herding effect from online feedback will influence the customer’s behavior at the beginning, especially for the products that customers have less or no information before they purchased or used. Combined with traditional social psychology and marketing theory, our results suggest that the impact of herding effect from crowd on users mainly come from user informational social influence. While the impact of herding effect from crowd will not last long, particularly for the online music such an experience goods, users will produce a series of active thinking after they experienced the music and then they will not be easily influence by crowd.3. Approved that our friends really have power to influence our life. In previous studies, it has been verified that friends have a large impact on user’s online behavior. Existing recommendation system of Last.fm is based on the neighborhood listening behavior to a large degree. It is quite intelligent to recommend users for the products that they might be interested according to their and their friends’browsed history or purchased behavior. Our research enhanced the understanding of the friend’s influence on user purchasing decisions, and based on which to improve the user recommendation algorithm and increase the success rate of personalized recommendation to achieve enhanced cross-selling and customer loyalty purposes.4. Constructed a theoretical foundation for researches in user purchase decisions and its influencing factors. Existing researches in user purchase decisions and its influencing factors are lack of theoretical support. This study constructed a theoretical foundation for the research area mentioned above drawing on related theories in social psychology, marketing, and management science.