The Internet Promotion Strategy on Consumer Buying Behavior

Abstract

Internet shopping developed fast and has become a very popular shopping channel. The objective of the study is to explore the promotion, brand attitude on consumer buying behavior of the Internet shopping. Questionnaires were sent out to collect the data to understand the shoppers’ attitude. Factor analysis was utilized to analyze the collected data. The results indicated that Internet promotion activities do have impacts on shoppers’ buying behavior, but it is different from person to person; some people are easy to be influenced by the promotion and have higher acceptance to the activities, while the others are not. Additionally, demographics like income, age, education, and gender do have impacts on consumers’ Internet shopping behavior.