Key Factors Influencing E-Commerce Consumer Behavior in China: A Quantitative Perspective

This study aims to thoroughly investigate the key factors influencing Chinese consumers' e-commerce behavior, exploring the impact of elements such as convenience, product type, price, after-sale service quality, website attractiveness, and security concerns on consumers' online shopping decisions through a quantitative analytical framework.The research employs SPSS software for exploratory and confirmatory factor analysis.Results indicate that convenience, product type, price, and aftersale service significantly drive consumer online shopping behavior, while security concerns remain a major barrier to online shopping.Surprisingly, the influence of website attractiveness on consumer purchasing decisions is minimal, challenging conventional assumptions in e-commerce research.These findings provide valuable guidance for ecommerce practitioners to optimize consumer experiences, address key barriers, and promote sustainable growth in China's dynamic online marketplace, while also offering a theoretical basis for policymakers to support the development of e-commerce.