Under The Network Environment The Research On Influence Factors Of Consumers Online Learning

Along with the rapid development of the Internet, more and more people choose online shopping. In today’s network shopping in the case, some consumers in line with convenient and cheap goal is blind to on shopping, and not on its purchase behavior fully learning, so that often buy inferior products, or cheated by false advertisement. And some consumers face this situation unexpectedly submit to humiliation, allowing this situation to happen, this kind of behavior for perpetuating the seller’s behavior on one hand will continue to entrap other consumer, on the other hand consumers do not protect their own rights and interests. So, in order to reduce the occurrence of this kind of behavior, they need consumer study all aspects of information. What are factors affect consumers’online learning? This paper studied.This study search and clean up related literature at home and abroad, combined with the characteristic of the consumer learning, network consumers and characteristic of online learning, the selection of the consumer individual factors, the website features cognitive and web retailers, and the three factors are seen as before because of factors that influence consumer network learning, Selecting network learning is easy to use and sensing network learning useful, as influence consumers’ network learning intermediary factors, and to establish a research model and set the research hypotheses. According to the above study, i design a questionnaire, by using the quantitative and qualitative research method to analyze the collected data.Statistical analysis showed that the idea of the research hypothesis is basically confirmed. In the consumer individual factors, through the perception of online learning easy intermediary, consumers learning motivation and network experience have a positive impact on network learning. In the web site features in cognition, through the perception of online learning easy intermediary, interactivity and website design quality have a positive influlence on consumer perception network learning easy. In the online retailers factors, through the perception of online learning useful intermediary, the credit and safety of retailers have a positive impact on network learning. Perception of usefulness and perception of usability played intermediary role in analysis model. Finally, in the research on the basis of the conclusion, this paper proposed several suggestions to the consumers, network retailers and shopping website, and has also put forward the limitations of the study and research direction in the future.