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With the rapid development and wide application of information technology and the Internet, the way people communicate and the business model has changed, consumers shopping also changed the size of the online shopping consumers in the rapidly expanding. Same time, consumer brand awareness in life gradually increased the brand consumption gradually formed a trend. It is foreseeable that the branded consumer online shopping will usher in rapid development stage, consumer brands in the online shopping has also become the focus of attention. The brand sensitive means consumers the importance of brand in the purchase decision-making process, reflecting the influence of the brand in the consumer purchase decision-making process plays a positive, major, or even decisive role. Therefore, the brand sensitivity refers consumers to the importance of the brand in the purchase decision-making process. In this paper, on the basis of the survey, brand-sensitive consumers in online shopping influencing factors empirical research, the conclusion of the study on consumer behavior and brand marketing has a certain reference value. Sensitive influencing factors on online shopping brand from the consumer's point of view first read a large number of domestic and foreign literature on the basis of the theoretical research. Clarify the concept of brand and brand-sensitive analysis of the causes and psychological processes of the consumer branded consumer online shopping, from a psychological point of view, consumer brand sensitive different reasons, and lifestyle brand attitude, the reference group and demographic characteristics of the four angles the the sensitive consumer brand Factors Influencing assumptions. Then, determine the object of study and questionnaire were issued, according to the hypothesis a questionnaire indicators architecture and initial questionnaire, to modify and improve the analysis of small sample survey questionnaire, and ultimately the formation of a large sample questionnaire, and the distribution of samples and questionnaires The validity and reliability were analyzed. And then use the recovered data, factor analysis, correlation analysis and regression analysis, multivariate statistical techniques seven major factors that affect consumers' brand sensitive behavior, the descending order of quality perception, educational level, economic status, it is important sexy knowledge, electronic payment behavior, the trend of online shopping, information. Finally, the combination of the test results to the corporate brand marketing put forward reasonable proposals: network marketing, to focus on improving consumer perception of the quality of the brand, pay attention to the importance of the product to consumers, focusing on the role of word of mouth marketing in network marketing , provide a reference for enterprises to implement Internet marketing.
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