Research on the Influencing Factors of Consumer Online Purchasing Behavior in B2C

Abstract

E-commerce has rapidly and vigorously developed to meet the various needs of modern consumers and retailers. However, there are significant differences between the e-commerce market and traditional physical markets, such as cultural and environmental differences, which result in significant differences in the purchasing behavior of online consumers compared to traditional consumers. Starting from the current research status in China, this article analyzes the behavior of consumers in the online retail industry, including their purchasing motivation and influencing factors, and proposes development strategies for the online retail industry.