A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace

Abstract

Based on theoretical studies of domestic and foreign scholars on influencing factors of online consumer purchasing behaviors, in this paper the author analyzes factors influencing consumers' online purchasing behaviors. By means of questionnaire survey and AHP (Analytic Hierarchy Process), the author performs an empirical analysis of the hierarchy model of influencing factors of online shopping which is built by domestic scholars, and gets the relative importance of these influencing factors. The results show that: security of online shopping, prices, and commercial credits are primary factors influencing consumers' purchasing behaviors, and genders education levels of consumers, and designs of store are the secondary ones. Accordingly, the author puts forward some suggestions for online retailers. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Marketing Studies is the property of Canadian Center of Science & Education and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)