The study of the characteristics and origin of the consumers’ performance is the presupposition of the enterprise taking effective marketing strategies. In the Electronic Commerce, the consumers’ performance and psychology have completely new content and manner. First, the paper analyzes the present situation of this subject home and abroad, and explains the concepts and definitions of Electronic Commerce and the consumer’s performance. Second, according to the three sectors of Internet shopping, the paper analyzes the new characteristics of the consumers’ performance in the Internet marketing, which is different from the traditional shopping. When analyzing the originality, the paper conducts the original analysis about individual factors and environmental factors supported by part of the data from the 19th survey report by Chinese Internet Information Center Based on the above original analysis, the author suggests the relative measures to construct external atmosphere in view of the three sectors of pre-shopping, mid-shopping, and after-shopping. Last, the author draws a conclusion about the analysis and view points and makes some proposals.
【Key Words】Electronic Commerce; Analysis of Consumers’ Behavior;
Trust Degree; Traditional Marketing