A Quantitative Research on Influencing Factors of the Behavior That Consumers Buying Diamond Jewelry on Line

With the application of e-commerce, the consumption of diamond jewelry appears some new trends. Lots of consumers accept the shop on line more and more which with the price advantage. The research has found and explained the major influencing factors of the behavior that consumers buying diamond jewelry on line, which based on the theory analysis on influencing factors of the behavior that consumers buying diamond jewelry on line and the way of the questionnaire and factor analysis measure. It provided a reference on the establishment of the online marketing tactics of diamond jewelry.