The Influence of Different Type of Keyword on Online Consumer Decision

Keywords has played a very important role in business competition for companies in E-commerce platform such as Taobao, Paipai and so on. Companies need to choose suitable keywords to describe their product efficiently. Base on analyzing consumer online shopping decision making stages and the role of different types of keyword in each stage, we collected 100 keywords from Taobao and carried emperical study. The emperical study shows that product name and brand have positive impact on awareness and interest stage because product name and brand can be easily recognized. Meanwhile promotion significantly enhanced the effect of the information at a later stage, indicating that the price factors are the important factors for consumers to make a final decision. The target user factor has a strongly positive impact in the awareness stage and the final decision-making stage. The quantity information instead exists more frequently during the interest and evaluation stage. The keyword length is not conducive to increase the number of searches. However because it contains adequate information, it exerts a significant and positive impact on consumers during interest and assessment phase and the final purchase decision stage.