An empirical research on factors affecting customer purchasing behavior tendency during online shopping

Abstract

This research studies factors affecting purchasing behavior tendency from the perspective of customers in the context of online-shopping and further analyzes how much different variables affect the tendency. Based on this research, network business operators may keep improving products and services, attract potential online consumers and increase online sales volume. At the same time, this research also offers beneficial theories and strategies for network operators to make decisions which get customers involved in online shopping and strengthen their purchasing behavior tendency. This paper proposes a conceptual model and research hypothesizes used for empirical research, conducts a questionnaire survey to obtain primary data, and at last examines the measurement model and the structure model with the help of the software LISREL8.70.