Research On Influent Factors Of Consumers' Purchased Behavior Under The Background Of Electronic Commerce

In recent years,e-commerce has developed rapidly,and the number of Internet users in China has exceeded 710 million.The electricity supplier network trading volume has reached more than 2.18 billion yuan in 2015.Online shopping has gradually become a way of life for people,especially for college students.College students are prone to accept new things and they are familiar with the online shopping process.There are 27 million college students in our country,and the number of graduates is nearly 6 million each year.They need to wear formal clothes to add their appearance score during the interview,thus it creates a huge market demand.Therefore,this paper takes college students as the research object,focusing on the factors that affect the students' purchasing suits in the electricity supplier environment,and provides suggestions for enterprise management practice.Based on the domestic and foreign scholars on the model of consumer behavior,the online consumers' behavior characteristics and the influence factors and the network apparel consumer behavior research,and "stimulus-response consumer black box consumers" purchasing behavior model,the thesis is to study the influence of subjective norms,consumer factors,retailers,logistics as well as customer service,marketing factors,perceived risk on consumers' intention and behavior under e-commerce environment.The questionnaire is designed to learn the factors of college students purchasing a suit;it is distributed through the QQ,WeChat,Sina,micro-blog and other social media.Correlation analysis and regression analysis were conducted on 283 valid questionnaires,and the author further use the Medi-Effect one by one to verify the research hypotheses.Descriptive analysis and Contingency table cross analysis of the collected receipts were used to analyze the purchase intentions of the consumers with different demographic variables.The empirical results show that subjective norms,consumer factors,retailer characteristics,logistics and after-sale service,perceived risk have a significant correlation with purchase intention and purchasing behavior,marketing factors and consumer behavior are co-related and consumption intention has a significant relationship with consumer behavior.Multiple regression analysis results show that the relationship between all the influencing factors and consumption intention,consumer behavior is as follows: consumption intention =0.250* marketing factors + 0.068*subjective norm +0.221* consumer subjective norm factors+ 0.239* characteristics of retailer+0.256*logistics and after-sale service-0.078* perceived risk;the consumer behavior =0.928*consumer intention+0.003* marketing factors.The result shows that students in junior colleges are more likely to buy suits than those from universities,and those who have already graduated from college are more likely to buy than those in school.And the main reasons of the online consumers buying suit are the low price and they have no time to go to the store to buy.Based on this,the study provides five management practice suggestions for e-commerce suit retailers,that is,attaching importance to online business image,providing perfect after-sale service,reducing consumers' perceived risk and increasing promotional activities,expanding the target customers.