Analysis of Factors Influencing Online Consumer Buying Decisions in the Telephone Market: The Case Study of China

ABSTRACT: The study of consumer behavior seeks to understand purchasing habits and how they influence market demand. Consumer choices play a crucial role in determining the effectiveness of a company's sales strategy. With the continuous innovation of electronic products and increasing competition among brands, businesses must analyze the key factors driving consumer decisions. This research examines the impact of various socio-demographic influences on purchasing behavior, exploring how personal, social, and situational factors shape consumer preferences for electronic products. Findings indicate that social and individual factors are closely linked to consumer decision-making, reinforcing prior research on consumer psychology and behavioral economics. Additionally, situational determinants emerge as a new element, influencing choices in a manner comparable to traditional decision-making factors. This highlights the importance of external conditions, such as promotional offers, online reviews, and ease of accessibility, in shaping consumer preferences. The study’s outcomes provide valuable insights for manufacturers and retailers, allowing them to align their strategies with consumer expectations and improve customer satisfaction. It is recommended that businesses consider socio-personal factors when designing, pricing, and marketing electronic products, particularly in semi-urban and emerging markets. Understanding these influences enables companies to enhance digital marketing techniques, optimize pricing strategies, and build stronger consumer trust, ultimately improving sales and brand loyalty.