Research On The Influence Factors Of The Network Purchase Intention From The Aspect Of Consumer Psychology

With the development of e-commerce and the spread of the Internet, the consumerelectronics business developed vigorously, and the various network market was born, whichnot only changed people’s consumption mode and consumption habits, but also makes theInternet turning into an attractive business environment, and created a new business modelsand economic models for the Internet. According to China Internet information center datashows that Chinese Internet consumers rose from2000in22.5million to2011in513million,the steady growth in the number of China’s network consumers our shows the consumptionmarket potential is huge. This forced the enterprise have to research network marketing, theyanalysis of network consumers’ behavior from psychological research, thus they can make aprofit in the virtual Internet market. If the enterprise want to develop marketing activitiessuccessfully in this electronic commerce platform, they must through the understanding of thecharacteristics of consumers to analyze network consumers’ psychological motivation, andfind the psychological factors to restricting consumers to consume in the Internet, and providethe most accurate data analysis and marketing basis for the network marketing as far aspossible to. This article is researching the influence of Internet consumption behavior fromthe angle of consumer psychology.In this paper, the author utilized the basic principle of economics and management andthe basic analysis tools to research the China’s network marketing, this article from threeaspects which are word of mouth, the network trust and the perception of network risk tostudy the influence on the online consumer purchase intention, and proposed the researchmodel in this paper in the theoretical basis of social learning theory, rational behavior theoryand plan act theory, this paper investigates the different factors on the influence degree of thenetwork to purchase. This article will use the SPSS18.0for statistical analyzing for thecollected data, the use of statistical methods include descriptive statistics analysis, reliabilityand validity analysis, the factor analysis, the correlation analysis and regression analysis, etc.The main research contributions in this paper studies is in the following two aspects: intheory, this article did the empirical research for Internet consumption behavior combinedwith the consumer psychological theory and consumer behavior theory, analyzed consumerpsychology of the influence of Internet consumption behavior, not only expanded theapplication of the theory of consumer psychology, but also enriched the theory of consumerbehavior, so there are some theoretical significance. In practice, based on the carding and absorption from relevant literature review on domestic and abroad and the research result, Forexample in taobao, constructed the theoretical model to research the impact of theconsumption behavior which is based on the consumer psychological from word of mouth,network trust and perception of network risk, in order to identify the key factors ininfluencing consumption behavior, this will help the network businesses pertinence todeveloping marketing strategy, and really to establish management idea With consumeroriented, which has a certain practical significance to promote the development of onlineretailing in our country.