Analysis of the consumer purchasing behaviors in electronic commerce

Abstract

The study examines the importance of influencing factors of consumer purchasing behaviors in electronic commerce in China. By using the questionnaire survey and analytic hierarchy process methods, we perform an empirical analysis. Results indicate that the security and privacy factors are most important factors influencing consumers' purchasing behaviors. And the factors such as prices of products, service quality, and commercial credits are the secondary ones. The design of stores, customer's gender and education background are the least ones. © 2012 Springer-Verlag GmbH.