Empirical Study On Consumer On-line Irrational Buying Behavior

With the availability of network and the rapid development of net technology,Internet, as a channel of shopping，has fast developed because of its obviousadvantages of convenience and economy. More and more consumers enjoy buyingproducts online not from traditional stores. Business model innovation emerged in orderto adapt to changes in the market. As a new analytical thinking and analyticalframework, business model innovation has aroused great concern in academia andindustry, but also become an important method for enterprises to gain competitiveadvantage. Therefore, we launched a network of consumer-based business modelinnovation influencing factors.Taking the network consumption development as the background, combined withthe network characteristics of consumer behavior and business model innovationresearch and relevant theory, this paper proposed the research model of influencingfactors of Business Pattern Innovation based on the network consumption, andsummarized the influencing factors of Business Pattern Innovation from twodimensions--the internal and external factors. Internal factors include entrepreneurspirit, staff awareness, site security, website usefulness; external factors includingcompetition, technical reform, partners and consumers on the internet. In addition,according to the model of the nine elements measure the value of the three factors ofbusiness model innovation argue for innovation and competitive advantage ininnovation and relationship network innovation.Through empirical research and analysis, the internal factors of entrepreneurship,employee awareness of website security and website usefulness significant impact onbusiness model innovation;the external factors of competitors, partners and networkconsumer business modelinnovation has a positive influence; enterprises of differentscale of business model innovation also. Finally, Finally, according to the study results，Proposing management Revelation...