The Factors Influencing Online Shopping Behaviors：The Case Study of HUAWEI Mobile Product

Abstract

In today's society, online shopping has become a way of life, and more and more people are involved in online shopping. Therefore, it is very necessary to study online shopping consumer behavior. By taking HUAWEI mobile phone as an example, this study analyzes several factors that affect consumers' shopping intention/shopping behavior. In this study, marketing mix (7ps) lifestyle and Personal Computer Technology are the focus of analysis. Research data were collected by questionnaire survey from groups who had purchased HUAWEI mobile phones online. Multiple methods were used in this study (T-test, One Way ANOVA, Correlation analysis and Regression analysis).Finally, it comes to the conclusion that: among online shopping and marketing mix 7ps factors, product factors and price factors most directly affect shopping online consumption intention and men are more willing to buy HUAWEI mobile phones online. Through a series of studies in this paper, we can have an impact on the online sales strategies of HUAWEI and other e-commerce companies. Through research, provide some Suggestions to HUAWEI based on the results, improve the online sales of products

A Thesis submitted in partial fulfillment of the requirements for the Master's Degree of Business Administration International College Rajamangala University of Technology Krungthep Academic year 2020 Rajamangala University of Technology Krungthep