Research On The Factors Which Influences The Behavior Of Network Consumer Based On The Long Tail Theory

With the development of economic, E-Business model has been increasinglyaccepted by Internet users in China. The sales of Network trading company in Chinawere more than$890billion in the first half year of2009and by the end of2009theyexceeded200billion beyond the traditional retail. During the continuous developmentof the network market, people began to re-examine the principle of80/20which hasbeen used for more than one hundred years. Chris Anderson, the chief editor of"Connection" magazine of united states, has proposed the long tail theory in an articlefor the first time, the article described the phenomenon that as long as the sales ofmerchandise of which channel was large enough, non-mainstream and demand forsmall commodity sales, it can compete with against the sales of merchandise of whichwas mainstream and in big demand. The enterprises started to pay attention to themarket at the end of the long tail due to the appearance of Long Tail theory, and theinfluencing factors of the motivation and behavior of consumers to buy in the marketalso become the objects of some academic researchers.Sales are expanded greatly by the virtual network market and companies are nolonger limited by the physical shelf space. They can attract small group of customersonly by displaying the directory of goods on the network, by which make it possiblefor the fight of numerous niche market. Besides, network consumption behavior ofconsumers take more initiative and more and more rational. So the small and mediumuncompetitive enterprises which just entering the networking market who want tograb a cup of soup in the Red Sea market by relying solely on the principle of80/20isnot enough. Thus the purpose of this research is to help online retail enterprises tocorrectly understand and grasp characteristics and influencing factors of consumerbehavior in the E-business environment and provide a reference for enterprises todevelop marketing strategies for online consumers, thereby improving the social andeconomic benefits of the online retail enterprises.The paper introduces the basic concepts of the theory firstly, and then analysis of the context of the long tail theory and the characteristics of the niche market, after that,it analysis of the domestic and foreign scholars on the results of the network ofconsumer behavior research. This paper was based on the technology acceptancemodel (TAM) model and Subdivide the perceived usefulness and perceived factors to8influencing factors by combining with the characteristics of the network market.What is more, the research is on the background of the vertical B2C E-BusinessPaixie, selecting the goods, designing of the questionnaire and conducting a samplesurvey. Using the software SPSS19.0to operate the statistical analysis onquestionnaire data and reclassifying the assumed eight influencing factors to sixfactors which are the product or service quality, network reputation, conformity, costsavings, perceived risk and logistics. Analyzing the results of the analysis, the paperconcludes with a few suggestions and points out that the lack of papers as well as theoutlook for the future research direction.