ABSTRACT
In recent years, with the increasing number of Internet users and mobile phone Netizen, the explosive development of online shopping in China caused by the improvement of online payment security, online payment convenience and the rapid development of the logistics industry, China’s e-commerce has developed rapidly. According to the 34th China Internet Development Report, the number of internet users in China reached 632 million, and the number of mobile phone Netizen reached 527 million up to June 2014 [1]. Online shopping in China has gained tremendous progress due to the large base of internet users and the development of mobile interconnection technology. According to the Ali Institute, the sales volume of Taobao and Tianmao reached 35.019 billion Yuan on 11th November 2013, which is also called “Double-Eleven Festival”, and the sales volume of Taobao and Tianmao reached 1.4 trillion Yuan in 2013. According to the report of the McKinsey Institute, it can be predicted that China’s online shopping market size will reach 4.2 trillion Yuan by 2020. It can be foreseen that online shopping will be bound to become an important way of people’s daily life consumption in the future. Under the e-commerce environment, consumer purchasing behavior has changed in some aspects because of the dierent characteristics of online shopping and the traditional way of shopping. Analyzing consumer behavior under e-commerce environment has both theoretical significance and practical guiding significance.
