| With the development of science and technology, the way and purchase decision of shoppinghave a revolutionary change. Consumers can enjoy the pleasure of shopping through onlineshopping without going outside. As smart phone and tablet PCs’appearing, they make onlineshopping more convenient and more popularity.According to a survey which is released byCNNIC, Net citizens in China have reached632million, and mobile phone users reached527million until June30,2014.As the network has rapid developed, shopping websites haveprosperous sprung up. Taobao became one of China’s largest online retail platforms, andlaunched a mobile client in2011, so that it made users increased. According to Taobao’s sales inMarch2014, the top three is women’s dress, men’s wear and mobile phone.Firstly, this article is based on the above background, summarized and analyzed previousliterature about consumers’online shopping behavior, and serve the female college students asthe main research object to study influence factors of college students women leisure’s onlineshopping intention, which is based on Taobao platform. The purpose is to improve the operatingstrategy of online sellers. Scholars always focus on consumers or sellers to study consumers’behavior in the past. However, this article is trying to combine both of them to make the studymore comprehensive. In order to make the consumers and sellers correspond and in the sameconsumption platform, we based on the female college students best favorite dressing style tochoose the sellers.Secondly, we set up the model of consumers and sellers on the basis of TechnologyAcceptance Model and4P,4C theory to study the influence factors of college students womenleisure’s online shopping intention. For the consumers’part, we serve site factors, legal andtechnical environment, word of mouth, perceived useful, perceived easy to use, perceived risk,subjective norm and online shopping attitude as the factors. And for the sellers’part, serveproduct, service, and marketing strategy and credibility as the factors. Through two-wayinvestigation, we can deeply research online shopping behavior.The questionnaires are based on the models, and researched respectively on consumers andsellers. We used SPSS19.0(reliability analysis, validity analysis, correlation analysis and regression analysis) to analyze the collected data. Analysis results show that the legal andtechnical environment does not significantly affect the online shopping behavior intention, sitefactors, word of mouth, perceived useful, perceived easy to use, subjective norm and onlineshopping attitude has a positive correlation to online shopping intention, perceived risk has anegative correlation to online shopping behavior intention, and site factors are the main factors.Consumers’experience has an influence on online shopping intention; Products, services,marketing strategy, and credibility are related to sales, and marketing strategy and product arethe main factors. Through the analysis two sides of primary and secondary factors, we can knowthat results of the analysis are consistency.So we can put forward several suggestions for online sellers:(1) use word-of-mouth networkto promotion website, and do marketing strategy aggressively to attract consumers’eyeball,usually, sellers promote sales through coins redemption, store celebrations and bargain activities,shopkeeper sale promotion and so on;(2) product is the key to succeed, so they should payspecial attention to product quality. And rich product category can improve the purchase rate,usually, the stores which have more than400product categories, will have higher sales;(3)optimize the web interface, making web pages more convenient and quick, in order to provideefficient service, usually, the stores which service attitude is bigger than4.7will has higher sales;(4) carry on a positive interaction with customers through the platform can increase customerrepeat purchase rate. |
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