Research on the Influencing Factors of Cookware Buy Online Based on the Consumer Lifestyles

Abstract

With the increasing development of online shopping, enterprises pay more attention to e-commerce. This study, from the perspective of online consumer lifestyle, we established online consumer lifestyle models, clustered online consumers into 4 groups called reasonable savers, traditional life group, brand- guided group and free casual group. From the results, we know that different factors have the different degrees of the influence on different consumer groups. The main factors that impact consumers most is reputation factors, followed by marketing factors, and design factors.