Research On The Influencing Factors Of Consumer Online Shopping

As the smart phone becomes popular and the mobile network is widely applied,shopping at the mobile terminal has gained popularity.Online shopping is not only popular among young people in the first or second-tier cities,but also the middle aged and elderly people in current towns and villages have gradually joined online shopping.This is undoubtedly because of the rapid development of e-commerce over recent years.Also,Taobao and Wechat business are hot topics currently.Taobao online shops are one of the largest network retailer in Asian-Pacific region.Over the fourteen years since establishment in 2003,Taobao has experienced three stages of start-up,developing and maturity.In 2016,Taobao especially created the world new peak of 12 billion sales volume.Although Taobao has undergone rapid development,fake commodity,logistics and after-sales service are also paid much attention to.WeChat launched the function of friends circle officially in 2012 and WeChat business appeared in 2013,especially that the facial mask WeChat business prospered the friends circle in 2015.Till 2017,the WeChat friends circle of almost of everyone has WeChat merchants.However,because the development threshhold of WeChat business and the operating cost are low,many problem existing in WeChat business industry have been exposed.Studying the current state and development trend of Taobao online shop and WeChat shop and understanding of the market and trend of C2C e-commerce are advantageous to maintaining their own advantages.And timely correction of their short slabs can maintain relationship with old customers to the maximum,develop new customers,to create more interests for the operators and benefit consumers to the maximum.This study hopes to find corresponding advantages and disadvantages of WeChat and Taobao platform and make corresponding suggestions by comparative analysis of differences in shopping factors of consumers at different websites.By comparative analysis of differences in shopping factors of consumers at Wechat and Taobao platform,this paper finds corresponding advantages and disadvantage of these two shopping platforms and make corresponding suggestions.Firstly,this paper reviews related literature,based on the existing theory of consumer behavior and TAM,manages existing study on online shopping factors of consumers in the past,and re-designs investigating and measuring questions as per high reliability variables to prepare the questionnaire.Then this paper provides empirical questionnaire survey to consumers from Taobao and WeChat platforms,and then utilizes SPSS software for reliability and validity analysis of the investigation results.It then utilizes two groups of data for comparative analysis of feelings and differences of consumers from WeChat and Taobao platforms.Finally,it summarizes the results of the empirical study and makes corresponding suggestions for improvements of these two platforms.