A Study on the Influencing Factors of Consumers' Financial Behavior in Online Shopping

Under the Internet economy, online shopping is together with Internet financial behavior. This paper uses dimension analysis method to study the impact mechanism of online shopping consumers' financial behavior based on the background of Internet economy. The questionnaire survey, SPSS multi-sample t test is used to analyze the data and YAAHP software is used to analyze the influencing factors. It finds that the consumers' own factors and the internet platform factors have significant impact on the consumers' financial behavior in online shopping, while the social economic factors are not obvious. Finally, this paper puts forward the targeted countermeasures and suggestions from three aspects.