摘要：中国目前的网购市场发展迅速但还不成熟，应该说最近几年是中国网购发展最快的一个时间段。这得缘于中国高增长的网民基础，还有早期电商们所做的不懈努力。目前网购这块基本上属于低价值产品，，以淘宝为龙头的网上大卖场占据大部分的网购江山。顾客在网购产品的时候，往往最多的是靠视觉去感受这件产品，主要通过图品、文字，因为他们摸不到产品。顾客购买行为受到许多因素的影响，如外部影响就包括文化、价值观、人口、社会分层等；内部影响包括记忆、动机、态度、生活方式等。本文重点从对网络购买行为的概述，影响网络顾客行为的主要因素和顾客的决策过程三个方面进行研究。

关键词：购买决策，顾客行为，特点，因素

Abstract：Chinese online shopping market is growing rapidly but is not mature, it should be said that the last five years is one of the fastest development of Chinese online shopping time. This have to due to the high growth of Chinese Internet users based on the early power have their tireless efforts. Online shopping this is basically a low-value products, but also the proportion of online shopping clothing, of Taobao leading online supermarkets occupy most of the online shopping landscape. Customers online shopping products, most often rely on vision to feel this main Figure goods, text, because they are intangible products. Customer buying behavior affected by many factors, such as external influences on the culture, values​​, population, social stratification, reference groups, and roles; internal effects include perceptual learning, memory, motivation, personality, emotions, attitudes, self-concept and life way and so on. This article focuses on an overview of the buying behavior of the network, the main factors affecting the network of customer behavior and customer decision-making process.

Keywords：Purchasing decisions, customer behavior, characteristics, factors