Research The Online-shoppers’Decision Information Processing Based On The Online-shops’ Credit Information

Online shopping is becoming the new and main tendency of shopping; the fashion clothing shoppers are in a higher proportion of the network shoppers. Through researching their decision-making process based on the shop credit information, we could grasp the shop credit information’s influence to online shoppers’decision-making accurately, and finally find out the key store credit factors. Based on previous research results, related theory, combined with the user interviews and the informal observation results for a long time, construct the network shopper decision model of information processing based on store’s credit information, put forward the research assumption according to the analysis frame, and design the questionnaire. And then statistic and analysis research data using the method of factor analysis to the survey result analysis of network shopper shopping decision-making process by the store credit information. The store credit information had three aspects:the basic credit information of store, reference credit information, and public praise credit information. In particular (according to the ranking of importance),"others’ reference"," reference credit information"," service"," information platform to display"," the influence of those around us "," convenience"," commodity’s display information of pictures "," the situation of sailing and navigating of goods "," service"," shopping loyalty"," the location of store’s goods "," price"," shopping character". Using the variance found analysis to analyze the personal characteristics and store credit information, then find that Male and female network shoppers have significant difference in their online shopping decision-making process of store credit information. And the factor of shopping age also made they have difference in their decision-making process to store credit information. Finally, according to the analysis, the author put forward to establish a correct concept of facing to the problem of asymmetric information of online shopping, consumers and create a brand concept, identification of shop business real reference credit information, compose builds platform of electronic business affairs of trust mechanism.