The key factors of Influence Consumer Online Shopping Behavior - Using the IQA Approach

The population of using network is rising year by year because of the network prevailed. The maturation of e-commerce environment makes the business opportunity of the network limitless. According to network auction and relevant literature of network marketing, the behavior that consumers adopted the network platform and e-shopping has been common in recent years. But the mechanism of network shopping is often interfered by the human factors. Network platform manufacturer is hard to grasp consumers' behaviors and intentions. Moreover, confusing marketing methods leads e-sopping is hard to be flourishing development. In addition there are a few quality researches in consumers' points of view in behaviors of e-shopping. Thus, this research will study interactive qualitative research, IQA and combine with Theory of Transaction Cost, TCT. Regarding domestic university student as the research objects and selecting the graduate student with e-shopping experience to make up the member of community probe into the model of consumers vs. e-shopping platform. This research finds out the common experience in group's interview, and through Affinity and Theoretical Coding. It will see relatively the representative Affinities including convenience, interface, procedure design, freight charges, security and after-sale service, etc. Last, through Group Composition form finishes the analyzing among the relation of every Affinity. The result has found as the behavior of purchasing on line, there was a huge different between men and women. Girls think interface designing and security are important reasons to influence other factors. Men, then, think interfaces designing and after-sale service are more important. Based on the considered relation, women obviously have priority relation. Besides interface designing, groups have no connection. It is obviously men and women have loud difference to influence e-shopping behaviors.