Research on consumer online purchasing decision and its influcing factors : take taobao as example

Abstract

E-commerce market has great potential, especially the aspect of online shopping, but before every moves of development, we must understand the key factors that restrict the activity of consumers shopping online. Only understand these impediments enable the online shopping to develop.

The objective of thesis aims to investigate the decision-making process of online consumption and to evaluate how cultural, social, personal, and environmental factors could have impact on the customers’ online shopping decision, specifically in China e-commerce market.

The research designed on the perspectives of online consumers’ characteristics and environmental stimulations. The respondents who have online shopping experiences on Taobao e-commerce market for questionnaire were selected from China. A 152 sample frame was chosen for participation, but only 30 respondents obtained within 17 days of releasing. Research questions were devised on the fundamental of four factors while items for each question were designed in terms of sub-factors from main aspects.

Consequence verified the impact of factors on customer online shopping behavior and came up with two obstacles that negatively influence both customer online shopping desion and online retailers.

Suggestions for further study can be conducted with the expansion of samply demand the diversification of samlpe background.