Exploring Influencing Factors in E-Commerce Transaction Behaviors

With the rapid growth of the Internet, e-commerce has been growing and expanding significantly, according to Fortune, almost all of the global top 500 companies have started online marketing; e-commerce is presently far from the mainstream of modern trade behaviors. The influencing factors in e-commerce transaction behaviors are explored in this paper. This paper takes network customers of a large e-commerce enterprise as research object; the influencing factors are integrated into three categories, respectively managerial factors, external environmental factors and internal environmental factors. And analyzes the influencing factors in the process of e-commerce transaction in terms of customer behaviors, constructs a functional process model for influencing factors in e-commerce transaction activities, integrates such factors into the model, and illustrates the functional mechanism of all the factors in e-commerce transaction. Studies on influencing factors for e-commerce transaction in the perspective of e-commerce customers will help shed light on such contradiction.