Purchasing Decision-Making Process of Online Consumers

Abstract

Because of the advancement of Internet technology in China, online shopping has witnessed great development in recent years. In the process of shopping online, many factors are affecting whether online consumers will buy a product. By using the theoretical and empirical methods, this research intends to investigate the related factors that will have influences on online consumers' shopping decisions. Besides, the general process of online consumers' purchasing decisions still follows the theory of the Five-Stage Model of the Consumer Buying Process, which is composed of need recognition, information search, evaluating of alternative, purchase decision, and post-purchase behavior. However, these five stages have new content and rules in an E-commerce environment. This paper will analyze each stage of network consumers' purchasing decision and establish the related comprehensive model.