Abstract: With the development of the computer and internet technology, E-commerce, as a new economic model, has broad and profound impact on people’s shopping attitudes and behavior. Online shopping is to purchase goods or services on the Internet, usually referred to e-commerce. There is few research frame studying the entire online shopping processes starting from which is the impact factors to how they influence the purchase behavior. Considering these, we want to find the factors affecting online shopping, to validate the mediate effect of the risk perception and purchase attitude on decision making model, and to explore the relationship of the product types, consumer categories and the decision–making patterns in series of studies. The researchers will adopt interview, questionnaires, laboratory studies and server log files to collect data and explore the decision–making model in China. We expect the findings will help to improve the environment of e-commerce shopping, e-commerce website design, and online marketing strategy making.

Key words: online shopping, risk perception, decision-making pattern, click stream, consumer categories