What are the main factors that affect online users' purchase?
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-13
The purchase behavior of online consumers is affected by many factors, including internal and external factors. Internal factors have a very important impact on the behavior of online consumers, including their own consumption habits, income levels, hobbies and educational levels, social strata, family environment, customs, fashion and personal psychology. In addition, consumers' Website production The purchase behavior is also affected by the following external factors: （1） Product price factor From the perspective of consumers, price is not the decisive factor for consumers to purchase, but it is a very important external factor to consider. For general goods, the relationship between price and demand is often inversely proportional. For the same goods, the lower the price, the greater the sales volume, and vice versa. One of the important reasons why online shopping has vitality is that the prices of goods sold online are generally low. For example, hotel reservation systems such as Beijing Golden Holiday Tourism Hotel Reservation Network and Eaststone Hotel Reservation Network have linked to thousands of star rated hotels at home and abroad, and members can enjoy preferential room prices of 20% to 70% off. The "China Hotel Reservation System" launched by China North Guoxin Network Technology Development Co., Ltd. is the first online hotel reservation system in China, which covers all the 2-star to 5-star hotels in China. Using this system to book hotel rooms, the price is 20% - 40% lower than the price of the registered rooms in the shop. According to the latest statistics of China Internet Network Information Center, 43.67% of consumers who have experience of online shopping are due to the low price of online shopping. 1. Consider the novelty of the product New products or fashion products can attract people's attention. The pursuit of fashion and novelty is an important purchase motivation for many consumers, especially young consumers. Such consumers pay special attention to the new style, style and social trend of the goods, but do not care about the use degree and price of the goods. The general economic conditions of such consumers are relatively good, with the majority of young people. They are the main consumers of new high-end consumer goods, new furniture and fashionable clothes. 2. Consider the degree of participation in product purchase Some products require a high degree of consumer participation. Consumers generally need to experience on-site shopping, and many people need to provide reference opinions. These products are not suitable for online sales. For products that need consumers' purchase experience, enterprises can use the online marketing promotion function to assist traditional marketing activities; Or integrate online marketing and traditional marketing to promote and display products online. After consumers fully understand the performance of products, they can go to relevant shopping malls to choose. （3） Convenience of commodity selection The convenience that consumers consider when choosing online shopping is mainly reflected in two aspects: 1. Convenience in time, which can not be limited by time and save time Modern society has greatly accelerated people's pace of life. Time has become very valuable for everyone, and people have less and less time to go shopping. They urgently need new, fast and convenient shopping methods and services, and online shopping has adapted to this need of people. People can sit at home and communicate with manufacturers to get door-to-door services or mail goods in time. It is not only computer manufacturers and information service providers that have targeted this direction and increased the strength and pace of practical research on e-commerce. Even sellers of ordinary products have seen that building online stores is a high profit investment activity, and have taken various ways to enter this new industry to provide high-quality all-round services. After people have a full understanding of the security and reliability of online stores and online shopping, more and more people will choose online shopping. 2. The convenience of the selection range of goods enables you to select goods in a wide range without leaving home "Shopping around" is an operation that people often use when shopping. In online shopping, it is no surprise to shop around. People can "shop around a hundred stores", "shop around a thousand stores", or even "shop around a thousand stores", which greatly increases the scope for selecting goods. And consumers can choose goods from two aspects, which is difficult for traditional shopping methods. On the one hand, the Internet provides consumers with many search methods. Consumers can quickly and conveniently search for relevant commodity information throughout the country and even the world through the Internet, and select satisfactory manufacturers and satisfactory commodities; On the other hand, consumers can also tell many businesses about the goods they need through BBS, attract many businesses to contact them, and select the goods or services that meet their requirements. In such a big choice, smart consumers naturally tend to buy cheap and high-quality goods online. （4） Shopping time The shopping time here refers to the limitation and saving of shopping time. The online virtual store is open 24 hours a day, ready to receive guests at any time, without any time limit. Online shopping provides great convenience for people to shop before and after work. According to the latest statistics of China Internet Network Information Center, the reason why users take the first place in online shopping is to save time. （5） Safety and reliability of shopping Another important factor affecting consumers' online shopping is security and reliability. For the current stage of online marketing, the most important issue is security. Online consumers generally need to receive goods after payment. Different from the past on-site shopping mode of "pay at one hand, deliver at one hand", online shopping has a feeling of losing control. Online shopping fraud has also become a sore spot for many online shoppers. On April 14, 2008, Shanghai Xuhui District People's Court made a first instance judgment on the largest credit card gang fraud case at that time. This has set an example for protecting the information transmission security and personal privacy of consumers in the shopping process, and improving consumers' confidence in the website. When online shopping becomes the mainstream lifestyle of society, online shopping security is not only increasingly concerned by people, but also becomes an important guarantee of new commercial civilization. To this end, on May 26, 2009, Taobao, the largest online retailer in Asia, joined hands with Hangzhou Institute of Network Security to hold the 2009 China E-commerce Security Strategy Forum in Hangzhou.
Source Statement: This article is original or edited by Shangpin China's editors. If it needs to be reproduced, please indicate that it is from Shangpin China. The above contents (including pictures and words) are from the Internet. If there is any infringement, please contact us in time (010-60259772).
