THE STUDY ON THE FACTORS INFLUENCE OF CONSUMER PURCHASES VIRTUAL GOODS BEHAVIOR

Accompany with the continuous development for online shopping platform, search costs and transaction costs are reducing and accompanied by a large number of undifferentiated goods, which provides a strong guarantee for the establishment of full competitive market. However, the prices of the undifferentiated goods are different, so the paper chooses the network consumers as research objects. Using the Sales data collection and online survey analyze the reasons that make the undifferentiated goods have different prices. The results showed that the BUYER RATING, PRICE ADVANTAGE, TIME COSTS, SEARCH EFFICIENCY, SELLER RATING and BUYER LOYALTY are the main factors to decide the purchases. The paper also proposes marketing strategy according to the behavior of different buyers.