Study on the Main Influencing Factors on the Online Shopping Behavior of the Undergraduate

As the undergraduate are the prosperous consumers in future, their consumption behaviours are important for the success of the online retailers. Recently the B2C and C2C of e-commerce has brought great benefits to the consumer and merchant. According to the theory of reasoned action(TRA) developed by Martin Fishbein and the theory of planned behavior (TPB) proposed by Icek Ajzen, a widely survey are conducted base on the sample of undergraduate students in Beijing city. The influence factors on the online shopping and behaviors are discussed in this paper. The research results indicate that the main influenced factors include convenience and experience, personal information and finical security etc. according to their importance degree. Therefore, the online retailers should insist that cheaper commodity pricing attract college student consumer, set up the products and retailer´s prestige of network, and eliminate the doubts and worries about security of online shopping.