Influencing factors and functional mechanism in CBMG-based e-commerce transaction behaviors

This paper explores the influencing factors in e-commerce transaction behaviors with the method of empirical research based on customer behavior model graph (CBMG). The influencing factors are integrated into three categories, respectively managerial factors, external environmental factors and internal environmental factors. While the functional process model of these influencing factors is proposed, and the functional mechanism that the influencing factors play in e-commerce transaction behaviors is discussed, managerial factors are highlighted and eventually regarded as the core components of the model because of their proactive and controllable characteristics. External environmental factors and internal environmental factors promote market demands and influence e-commerce transaction behaviors by either supporting or restricting managerial factors.