A Study On The Impact Of Customers' Own Characteristics To The Online Purchase Behavior

The rapid development of internet has influenced customers' purchasing habit and the way of purchasing.Customers who have different characteristics would like to collect related information from the internet before purchasing.Hence,the range of customers who purchase online become more and more widely.In the meantime,with the development of economics and raise of emotional experience concept,customers become more and more attached importance to the experience and fulfillment of emotional brought by enterprise products and services.The theory of flow experience,as an important branch in experience theory of customers' behavior,has already gradually got attentions from scholars.Many researches have shown that customers will produce flow experience which has important influence in customers' online purchasing behaviors when taking part in online activities.Many scholars pointed out that websites and characteristics of websites are vital prerequisite factors to influence the production of customers' flow experience.But the research on relations between customers' own characteristics and psychological experience is comparatively limited.What kind of influence will be produced for flow experience by different customers'own characteristics?What influence will be produced for customers' online behaviors by different levels of flow experience?Based on the above neutrality points,this thesis analyzes how customers' own characteristics produce influence for customers'online behaviors by flow experience,and aims to supply theories and practical guidance and reference for online retails.This thesis firstly reviews literatures and monographs related to flow experience in previous researches,analyzes conceptual models and measuring methods of flow experience,and puts forward the specific divide dimensions of flow experience token example by previous scholars' mature partition criterions for dimensions of flow experience.Secondly,it introduces the researches on customers' own characteristics of previous scholars,arranges and analyzes the researches on relations between customers' own characteristics and flow experience in previous literatures,and put forward specific dimensions of customers' own characteristics' classifications.Thirdly,it sorts out the related theories about purchasing behaviors,summarizes previous researches on the relations between online purchasing behaviors and flow experience,purchasing behaviors and customers' own characteristics,and confirms measuring dimensions of online purchasing behaviors.Forth,it builds influence models of customers' own characteristics for customers' online purchasing behaviors based on flow experience visual,put forward this thesis's theoretical assumption,design specific measurement scale aimed at each variables.Finally,collect sample data by questionnaire surveys,and verifies models of thesis by adopting analytical methods of exploratory factor,confirmatory factor and structural equation model.The research results of this thesis show that:1.Customers' own characteristics can be divided into three dimensions which are social economy factor,skill level and online shopping experience.Flow experience can be divided 3 dimensions which are enjoyment,control and concentration.Online purchasing behaviors can be divided two dimensions to measure which are one-time purchase and repeat purchase.2.Customers' own characteristics are important influence factor produced by flow experience,and social economy factor has the greatest impacts on flow experience,followed by online shopping experience factor and skill level factor.3.Flow experience has remarkable influence in online purchasing behaviors,and enjoymentfactor has greatest impact on customers' online purchasing behaviors,followed by a sense of control factor and focus factor.