Gender Differences In Consumer Behavior Research Network 80

With the improvement of online shopping environment and growing purchasingpower of market players, online shopping has become an important part of the leisureactivities of Internet users. The development of the Inter net has changed consumerbehavior patterns, traditional marketing methods has been unable to meet thedevelopment needs of the market, more and more businesses began to build a networkstore transformation of marketing methods, precise positioning, target customers. Thepost-1980as a huge online shopping consumer groups, many businesses competingfor the object, study the post-1980male and female differences in network consumerattitude, network consumption intention, the network consumer decision-makingbehavior, the network consumer information feedback behavior has a certaintheoretical and practical significance.In this paper, China’s largest C2C website Taobao, for example, is the object of thispaper to the post-1980male and female consumers, from the perspective of genderdifferences, focusing on the80’ male and female consumers in all aspects of theonline shopping process differences. Article first theoretical analysis of the impact ofgender differences in consumer psychology and consumer beha vior, followed by asystematic review of the theory of consumer behavior on the network of domestic andforeign scholars and combing consumer behavior patterns in the network, the theoryof reasoned action mode, theory of planned behavior mode and technology acceptancemodel build the Taobao consumer behavior model in gender differences,as well ashave some assumptions. Further, questionnaire to survey Taobao user networkbehavior of men and women in the post-1980, and the model assumptions are provedby SPSS sample statistics and data analysis.The results are as follows:(1) The consumer network perceived usefulness, the network perceived ease ofuse, the network trust propensity and network risk-aware are significantly correlatelywith online shopping attitude of consumers.;consumer network attitude, consumerpersonal preferences and needs are significantly correlately with online shoppingintension of consumers.; factors of the information provided by their own consumers, merchants provide information factors, third-party certification information factors,the Taobao page search factors are significantly affect consumer’s network consumerdecision-making behavior; baby are consistent with the description of factors, theseller service attitude factors, seller the factors of speed of delivery, the logistics of thedelivery speed factors are significantly influence the behavior of consumers onlineshopping information feedback.(2) the influencing factors of the network of consumer attitudes, perceivedusefulness and perceived ease of use, product quality perception of risk is not muchdifference in terms of gender, the description does not match the perception of riskand business credit risk have a certain difference, but the difference was notsignificant, and quite different in terms of network network trust propensity, networksecurity, risk perception. Network consumer intention of influencing factors, personalpreferences and demand factors, there are gender differences. The influencing factorsof consumer decision-making behavior in the network, the consumer virtualexperience, businesses and stores page design, merchandise brands, businessesproviding goods picture, the general category of businesses and stores popular sort ofgoods and commodities price Sort by factors there are gender differences. Factors inthe behavior of the network of consumer feedback, the logistics of shipping speedfactors there are gender differences in the evaluation aspects of consumer behavior innetwork information feedback, share links there are gender differences.According to the above empirical results, this paper focus the post-80men andwomen Taobao business segments, and put forward targeted marketing advice.