Study on the Influencing Factors of Online Shopping

With the rapid development of network technology, electronic commerce and e-marketing had been formed and developed gradually. The number of Internet users was increasing and wound soon overtake the United States as the world's second-largest national Internet users. however the Chinese Internet users who were rarely engaged in online shopping which made the online retail was far from attaining its rightful amount. This study based on the research result of influencing factors of consumer behavior made by domestic and foreign scholars, analyzed and comprised consumer behavior under the condition of tradition and Internet, then putted forward the influencing factors and restrictive factors of online shopping in china.