Consumer Behavior of Online Shopping IntroductionWith the development of online shopping countries in the world of the Internet economy in terms of both breadth and depth greatly improved and achieved remarkable results，consumer behavior of online shopping should be paid special attention. Marketers have to analyze and understand not only consumers of their products and brands but also consumers of competitive offerings and the reasons they purchase competitive products.Focusing on consumer behavior is significant for marketers to get a deeper understanding of their target customers, and that is also the basis for marketing decisions. Today many successful network companies in the world, such as E-bay, Amazon, have become so due to designing the entire organization to observe their customers, so as to make the entire marketing strategy to provide a better service.This essay attempts to analyze consumer behavior of online shopping by three sections: consumer buying motives, consumer decision-making process and factors that influence consumer behavior of online shopping, and give marketing strategies based on the analysis above.Consumer behavior and online shopping overview“Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” (Homburg, Christian, Kuester, Sabine, Krohmer, Harley, 2013) According to J. Paul Peter and Jerry C. Olson (Peter,Olson,2005), consumer behavior involves the thoughts and feelings people experience and the actions they perform in consumption processes ,and it also includes all the things in the environment that influence these thoughts, feelings, and actions. Purchase behavior is constituted by the psychological and behavioral processes.Internet use has grown rapidly since the mid-1990s. “Online retailing became big business in late 1998, as millions of people placed orders for holiday gifts online and retailers scrambled to upgrade their distribution networks to cope with the growth of online shopping.” (Lohse, Gerald, Bellman, Steven and Johnson, Eric J, 2000) Online shopping is a shopping behavior of electronic and networking, by needs, motivations, attitudes, intentions and actual shopping behavior. “With the growth of online shopping, comes a wealth of new market footprint coverage opportunities. The commercial success of websites is testament to how internet business can be highly profitable.” (Boyd, Cathrine V,2010) For a summary of Internet usage statistics, see Table 1Table 1 Internet use statisticsEuropeUSAAustraliaUsage 393,373,000220,141,00016,736,000Usage growth 2000– 2008274%130%153%Adapted from: Consumer buying motivation of online shoppingAccording to Nair and Suja R, motivation is a prominent factor which indicates the individual’s response to a stimulus. (Nair, Suja R, 2009) To understand motivation is to understand why consumers do what they do. “Marketers today need to get into the mind of the customers to understand the needs and wants.” (Kumra, Rajeev,2007) “Buying behavior is not only a function of the product, it is also, and in some cases perhaps more so, a function of the consumer.” (Patel, Schlijper,2004)In my opinion, online consumer buying motivations can be divided into two categories: require motivation and psychological motivation.There are three needs of require motivation, which are gather needs, interested needs, and communication needs. As the accelerated pace of life, people rarely have time together, networks provide a chance that people have the common topic can get together. People generate interest for online shopping because of curiosity or virtual Shopping satisfaction. They share information about online shopping experience and the quality of items.Psychological motivation is due to awareness, emotion, will, and other mental processes caused by buying motives, which can be divided into three types: intellect, emotion and patronage. When buying higher-value durables or luxury goods, consumers generally rational analysis the quality of goods. However, emotional motivation caused by love, satisfaction and curiosity, sometimes people's sense of morality, aesthetics also stimulated to it. Only by understanding the motivations of online consumers can the companies predict consumer shopping behavior in order to take appropriate promotional measures.Consumer decision-making processConsumer behavior is a process which is a response to a problem. The consumer decision process intervenes between the marketing strategy, as implemented in the marketing mix, and the outcomes. “Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior.” (Hawknis, D. I., Mothersbaugh,。