Hierarchy model of influencing factors of online shopping

The influencing factors on consumer purchasing behavior in the online shopping environment are analyzed combining with the new development of the current e-commerce and internet marketing theory. By means of questionnaire survey and Analytic Hierarchy Process model, the author performs an empirical analysis of the hierarchy model of influencing factors of online shopping, and gets the relative importance of these influencing factors. The results show that: Security of online transaction, online privacy and prices of products are the three most important factors that are affecting Chinese consumers´ online purchasing behaviors. The design of stores and buyer´s personal characteristics such as Gender, education background and age are less important.