Research On Online Shopping Behavior Of Urban Women Residents

With the rapid development of Internet technology, it’s, shopping online, a new kind of shop mode that convenience and high efficiency.And it has been become an important part of modern life day by day. Studying on Online Shopping behavior of urban women residents has great meaning.But some proplems of online shopping have becoming the focus of attention due to factors like risks.The new shopping mode and space does meet the women’s desire to shopping.With the further development of the market to online shopping; women will be more frequently involved in it. But we should also be clear that women’s shopping online behavior is impacted by the perceived to usefulness, facility and risk. This article chose Xiamen Amoy area as study area, wants to investigate the Amoy area network shopping women status, and analyzes the Amoy area women’s online shopping behavior and shopping behavior differences based on online shopping intention, understanding the Amoy area women online shopping activities, such as frequency, length, and channel, hoping to improve the quality of women’s online shopping. Through research on the Xiamen Amoy area women’s online shopping behavior and behavioural differences, we can understand urban women’s characteristics of the network shopping and make market segmentation, what great significance to make adjustment and optimization of targeted.And it benefits for the Internet industry and government make marketing strategy and public policy.In the paper, literature review, questionnaire and SPSS statistical analysis method are the research methods.Frist of all, using the literature review method to get research reviewed on the shopping online both at home and abroad; then through questionnaire to collect data, studying of Xiamen city Amoy area women’s online shopping behavior. Second, using the spss19.0make factor analysis, and then on the basis of factor score variables, adopting clustering analysis get the three different type classifications on online shopping intention, following, using the discriminant analysis to cluster analysis result to choose the optimal clustering effect. Third, using the chi-square, contingency table analysis and correlation analysis verify the differences of women online shopping behavior.The Research shows, Amoy area in Xiamen women network time has room to grow. At present, the network shopping channels are now concentrated, online shopping motivation is task-oriented guidance, mobile Internet and the fixed medium of the Internet all developing; it’s no significant difference in different demographic factors, the network shopping motivation, frequency of online shopping, online shopping preferences, network shopping media channels, there is significant difference for the network shopping time, network shopping cost.