4.2.2. Lifestyle14
    4.2.3. Personality and Independent Analysis.16
4.3. Summary.17
    4.3.1. Characteristics of Consumer Behavior.17
    4.3.2. Influential Factors of Consumer Behavior.18
    4.3.3. Marketable strategy19
        4.3.3.1. Product Strategy19
        4.3.3.2. Credit Strategy.19
        4.3.3.3. Consumer-oriented Strategy19
Chapter Five Conclusion21
5.1. Major Findings21
5.2. Implications and Limitation21
References22
Appendix24
Research of Consumer Behavior in B2C E-commerce Environment --Case Study of Normal University
Chapter One Introduction
1.1. Background Information
With the development of social science and technology, rapid growth of national economy, online shopping has become a new trend of consumption. Report of the economic Internet core data shows that 2014 China e-commerce market earns 12.3 trillion yuan, an increase of 21.3% among which B2C e-commerce market accounted for over 70%, making up over 20% of online shopping. In the next few years it is expected to remain more than 20% compound growth-rate rapid development.
Although the number has reached more than 6.32 billion Internet users, not all the behaviors online is to consume, even that online consumer behavior is rare. That is to say, the more prevailing ambition before consumer behavior is to sense, to understand, to well know the product or service. In addition, more and more competitors take part in B2C e-commerce environment which leads to more difficult situation. The reality for common product or service to develop the marketing to achieve the purpose of exchange is very unfavorable.
In everyday life, inpiduals are under the influence of several factors in their choices and have their own thoughts to conduct their every single behavior. This paper conducted a survey on the students in Normal University about their consumption on B2C e-commerce websites so as to figure out the characteristics and influential factors of consumer behavior which will help to draft some marketable strategies.
1.2. Structure
This paper mainly talks about the characteristics and influential factors of consumer behavior as well as some marketing strategies that will be put forward in accordance. In the first part, survey previous research to establish a theoretical framework from home and abroad within which the research is conducted. In the second part, a detailed description of ways will be described. In the third part, some important data will be presented to you. According the results, a discussion is needed to draw some conclusion. The fourth part is about limitation of the paper and recommendations for future research.  
Chapter Two Literature Review
2.1. Consumption and Consumer Behavior
According to Bakirci (1999) consumption is the final process of economic activities after production and exchange of goods. According to Bannock (1987) consumption is an event that using resources in a given time interval for people’s satisfaction and current needs as well as wishes. Consumer behavior is one of the main subjects of marketing. Consumers who have different age, gender, education level, occupation or income, may be found in the behavior with purchasing similar to these features.Consumer behavior is linked to the principles of micro-economics benefits and satisfaction (Durmaz, 2008).
When consumers purchase any product consumption their behavior and decisions, inpidual factors are affected by memory, motivation, personality, lifestyle, attitudes, cultural influence, norms of behavior, diffusion of innovations and socialization (Bilge & Goksu, 2010).
2.2.Consumer Behavior Features and Factors
Consumers’ understanding of decision-making constitutes common points of study of the consumer behaviors (Cabuk & Yagci, 2003). According to Abacilar (2006) and Penpece (2006) the decisions of people to purchase and to use especially economical goods and services and the activities associated with it. Consumer behavior includes to purchase and not to purchase so as to satisfy the needs in the behavior of people (Bilge & Goksu, 2010). B2C电子商务环境下的大学生消费者行为研究(2):http://www.youerw.com/yingyu/lunwen_20382.html