An Empirical Study on Influencing Factors of Online Consumer Brand Choice Behavior

DOI

10.2991/icpel-17.2017.15How to use a DOI?

Keywords

network consumers, brand choice, influencing factors, principal component analysis

Abstract

Through the research of network consumer brand choice decision-making factors to improve the formulation of enterprise marketing strategy, design of website platform and service quality are very significant. Based on the research of related literature, taking domestic appliances as an example and using the data from in-depth interviews and questionnaire survey of internet consumers, this paper explores the influencing factors on brand choice behavior of online consumers and establishes the influencing index system of consumer factors, commodity attribute factors, brand perception value factors, network marketing factors, service factors and safety factors. The main component analysis method is used to analyze these factors, to extract the main component index factor and find out the main influencing factors of the network consumer brand selection. In the end of this article, some suggestions for the establishment of enterprise network brand marketing strategy will be given based on the research conclusions.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dong-sheng Zhao
AU  - Li-yan Wang
PY  - 2017/07
DA  - 2017/07
TI  - An Empirical Study on Influencing Factors of Online Consumer Brand Choice Behavior
BT  - Proceedings of the 2017 2nd International Conference on Politics, Economics and Law (ICPEL 2017)
PB  - Atlantis Press
SP  - 54
EP  - 57
SN  - 2352-5428
UR  - https://doi.org/10.2991/icpel-17.2017.15
DO  - 10.2991/icpel-17.2017.15
ID  - Zhao2017/07
ER  -