Analysis of Influencing Factors of Taobao Consumer Behavior

摘要：

With the rapid development of the Internet, more and more consumers choose to go shopping online. As Asias largest retail network, Taobaos status should not be ignored. Firstly, this paper investigates Taobao consumer behavior, puts forward 20 variables that influence Taobao consumer behavior, and uses statistical methods of factor analysis, and then concludes 7 factors that influence Taobao consumer behavior: the store, the commodity, safety, time, speculation, the interaction and occasional income factor. Finally, it puts forward marketing suggestions for Taobao, which has a strong practical sense.

关键词： Taobao consumer behavior influencing factors

作者: Yu Hongyang Gao Qianli

作者单位: School of Management, Hubei University of Technology, China School of

会议类型: 国际会议

会议名称: The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 695-699

在线出版日期: 2012-05-26（万方平台首次上网日期，不代表论文的发表时间）