With the rapid development of the Internet, more and more consumers choose to go shopping online. As Asia’s largest retail network, Taobao’s status should not be ignored. Firstly, this paper investigates Taobao consumer behavior, puts forward 20 variables that influence Taobao consumer behavior, and uses statistical methods of factor analysis, and then concludes 7 factors that influence Taobao consumer behavior: the store, the commodity, safety, time, speculation, the interaction and occasional income factor. Finally, it puts forward marketing suggestions for Taobao, which has a strong practical sense.
Yu, Hongyang and Gao, Qianli, "Analysis of Influencing Factors of Taobao Consumer Behavior" (2012). WHICEB 2012 PROCEEDINGS. 17.