Analysis of Personal Preferences Influencing on Buyer´s Behavior under the B2C and C2C Mode

2009 China´s online shopping market research report shows: online shoppers´ satisfaction degree to the shopping platform is not entirely relevant with shopping behavior. To search other factors that affect the shopping behavior and sort out the conductive relationship between satisfaction degree and shopping behavior, this paper divided online shopping process into psychological and behavioral module, established the buyer´s mental process and behavior process interactive model, designed questionnaires of satisfaction degree and individual preferences taken Joyo and Taobao as the research objects, compared the influence of personal preference dimensions to shopping behavior under B2C and C2C mode. The frequency analysis and regression analysis of survey statistical data showed that: After the site could meet the basic needs of buyers, personal preference factors on buyer´s choice of the first shopping site better than the satisfaction degree factors, Price/performance ratio in satisfaction degree dimensions and web brand, web interface in personal preference dimensions make significant effect on shopping behavior. Among them, the web brand, web interface of irrational factors have more important impact on buyer´s choose.