A Study of the Characteristics of Consumers' Behavior under the Web Environment

摘要

The development of Internet has made shopping online possible. But while we are focusing ourselves on the environment design, plan for the information structures and items or business scales, another important factor has been ignored, that is, the changes of the characteristics of consumers' behavior under the web environment. Be- cause we are not able to make the exact online marketing strategy according to the changes of consumers' behavior, and although many online shops have been opened, we are not able to get big sales. This article emphasises the analysis of the environment for on-line transactions, attampts to investigate the basic modes for information movement and on- line shopping of those consumers under the web environment, study the influence on consumers brought by Internet, the shopping styles and their characteristics.