The Study on Consumer Behavior of Online Shops

B to C market in Japan has been expanding as developing ICT infrastructure. In order to expand online shop market, we research consumer behavior of online shops. From our research at five universities, although many students utilize online shop web site, they have the inertia for real store in purchasing. They find out different conveniences and inconveniences to online shops for each goods. Students in different university or region have different reason for utilizing online shops. These findings will also give suggestions for constructing sales strategies of online shops.