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With the rapid development of electronic commerce, it has become the latest model of commodity transaction. The network economy has surpassed the“supplementary”role for the entity economy, profoundly changing our way of life day by day. Since the network transactions started in the late -1990s, electronic commerce in China has gone through the course of more than a decade. A growing number of Internet users join the ranks of online shopping. With the constant innovation and improvement of the electronic commerce technology, online shopping, as an important component of electronic commerce, is increasingly highlighting its enormous economic and social benefits.Up to April 2009, the number of Internet users in China has reached 316 million, ranking first in the world. The utilization rate of online shopping was 25 percent, and the number of the users reached 63.29 million, and within six months the number of the users increased by 16.88 million. Electronic commerce has become one of the top ten web applications. Online shopping is gradually spreading into a wider range of users. With the deepening of penetration, online shopping gradually begins to affect our daily lives. The commodities in online trading activities cover household products for daily use, electrical appliances, clothing and other goods closely related to the daily life.Through the above analysis, we can see that online shopping has increasingly become an indispensable part of our lives. This paper mainly analyzes the online shopping transaction behaviors between the two sides, that is, the transaction behaviors between the online consumers and the online businesses.Chapter one talks about three aspects: the background and significance of this topic, the current research situation, and the research contents, methods and innovations.First of all, in the background and significance of this topic, this chapter mainly discusses the current development situation of electronic commerce and online shopping. It can be seen that online shopping has gradually become an indispensable part of our lives. This paper mainly analyzes the online shopping transaction behaviors between the two sides, that is, the transaction behaviors between the online consumers and the online businesses. Second, it talks about the current research situation of the online shopping transaction behaviors between both sides. Many scholars at home and abroad use the method of survey questionnaires or data mining to study the sellers and consumers in C2C transactions. Finally, it presents the research contents, methods and innovations in this paper.Chapter two discusses two aspects. First, it summarizes the concept of electronic commerce. Second, it gives an analysis of electronic commerce model. In terms of the differences of the main transaction bodies, electronic commerce model can be divided into the following categories: B2B (Business to Business), B2C (Business to Customer), C2C ( Customer to Customer), G2B (Government to Business), G2C (Government to Consumer). This chapter mainly has an analysis of the three typical electronic commerce model of B2B, B2C, C2C . Finally, this paper focuses on the study of the transaction model of C2C electronic commerce. The source of the data is the real transaction data coming from Taobao website. Through the analysis of the transaction data, the factors that influence the consumers’purchase behaviors are obtained. This paper provides a discussion of the several causes for data analysis carried out by Taobao C2C.Chapter three first analyzes the factors that influence the consumers’purchase in traditional shopping, mainly from the aspects of personal factors, social and cultural factors, and psychological factors and so on. Second, it respectively discusses the factors of how Li Ping, HeQiguo,and Lin Meihua affect consumers’purchase. The last is to analyze some indicators for the factors, and get the influential factors of the consumers’online shopping behaviors.Chapter four focuses on the analysis of the impact of the“geography”factors on consumers in C2C transactions. It selects the four typical areas of Beijing, Hangzhou, Chengdu and Kunming from Taobao website, collects the relevant data about the trade between the sellers and consumers, and uses the SAS Enterprise Miner (Enterprise Data Mining) to mine the data. From the perspective of merchants, it gives an analysis of the geographical relations between the sellers and consumers, and eventually obtains the factors of the impact that the“geography”relations between the sellers and the consumers have on the sellers’online transaction. On the basis of the results of the analysis, the C2C platform and online sellers can be aware of the major distribution of their existing customers and potential customers, and then develop a personalized marketing strategy according to their own regions, thus to enlarge their sales, and ultimately realize the purpose of increasing the benefits and expanding the scale.Chapter five first has a pre-processing of the collected data, extracting 10 variables from the 16 variables. This is followed by the principal component analysis and factor analysis aiming at the 10 variables. Through the analysis, this paper alters the 10 variables into four factors, respectively: F1, F2, F3, and F4. F1 represents the quality of services, including the rate of the positive comments on the sellers, the attitudes of the services, and delivery speed; F2 represents the credit factors, including the credit of the sellers, the corresponding degree of the goods, opening time, and security services; F3 represents the concern of the customers, including the popularity of collection, and the browsing times; F4 represents the prices of commodities. Finally, it places these four factors in the multiple linear regressive analysis, and discusses the results of its analysis.Chapter six is the last part of this paper, which presents the conclusions and suggestions. Through the previous analysis, this paper attains the relevant recommendations.
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