(1) Age
Consumers of different ages have different concerns. First, they focus on different types of websites. Second, they focus on different website content. For example, for the same corporate website, adults are more concerned about the product added value provided by the website, while teenagers may be concerned about the activities provided on the website.
(2) Gender
Male and female consumers have different demands for online products and online consumption behavior habits. Marketers should grasp the different characteristics of the two and take them as considerations when designing online marketing strategies.
(3) Occupation
Consumers of different occupations are interested in different websites and have different sources of information. The more professional the website, the stronger its ability to gather the corresponding professional group, so online marketing must place targeted advertisements.
(4) Education level and economic income
Generally, education level has a strong positive correlation with economic income, so the two factors should be considered together. The higher the education level of online consumers, the less difficulty they have in understanding and mastering Internet knowledge, and the easier it is for them to accept the concept and method of online shopping; the higher the economic income of online consumers, the higher the total amount of cross-border online shopping.
(5) Lifestyle
Consumers in different countries and regions have different consumption concepts, and the proportion of expenditure on daily necessities, books, entertainment, etc. is different. The differences in online habits, including the time, place, frequency of online access, and browsing preferences, are quite obvious. In addition, the purchasing behavior of online consumers is affected by major psychological factors such as motivation, perception, learning, beliefs and attitudes. Therefore, when conducting cross-border online marketing, it is necessary to take into account the lifestyles and customs of consumers in different regions.
(6) Personality
Personality refers to a person’s psychological characteristics. Consumers with different personalities have different consumption habits and preferences. For example, extroverts pay more attention to online information about sports, travel, and dating, while introverts prefer online information about literature and art. Followers or highly dependent consumers are more likely to be influenced by the marketing factors of companies on the Internet, are more likely to accept advertisements, and are more likely to be loyal to brands. On the contrary, independent and rational consumers will be more active in collecting various information, do not easily believe in advertisements, and are less sensitive to the marketing factors of companies.