Analysis Of Consumer Online Shopping Behavior In The Mobile Internet Era

Today, the mobile Internet era is coming. The mobile Internet is not merely atechnology, but has integrated into all aspects of life through the mobile devices andconvenient network access. Online shopping on mobile Internet has a rapiddevelopment and China has had the world’s most online shopping users. In this paperalong with the discussion form of focus group and questionnaire, it has analyzed thecharacteristics of consumer online shopping behavior in the mobile Internet anddiscussed marketing methods based on behavioral characteristics of consumers.Firstly this paper introduces the development status of mobile Internet andrelated concepts, and then tries to introduce the "CUSTOM" hypothetical model ofconsumer behavior characteristics in mobile Internet shopping activities. TheCUSTOM stands for Counterbalance, Ubiquity, Scarcity, Tweak, Ongoingness andMorphing. Online shopping is mainly carried out in the app by consumers in themobile Internet. The paper studies four typical apps that are taxi app, group buying app,purchasing platform app and mobile Internet entrance app. Mobile consumers mainlyconduct the purchase activities in the app, so this paper has analyzed the consumerbehavior within the app and concluded the characteristics.CUSTOM has the meaning of customization as adjective in dictionary.According to the behavioral characteristics of mobile internet shopping, the marketingmethods should concentrate to provide the customized app, which will be easy to useand have comprehensive functions.