When purchase online, consumers’ psychology thought have many differences from traditional purchase activities.
Traditional consumer behavior theories cannot explain their online purchase effectively. The objective of this paper is to gain
a better understanding of Chinese consumer’s online shopping influencing factors and decision making process, which will
have three benefits at least: firstly, enterprises can achieve better marketing objectives with better designed marketing
strategies and more effective created websites; secondly, it will be beneficial for the government to accelerate the
development of e-commerce; thirdly, it will improve customers’ acceptance about online shopping.