A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace

Li Guo

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.


Full Text: PDF DOI: 10.5539/ijms.v3n3p182

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.