Abstract：There is big difference between selling goods online and offline. In order to explore the consumption patterns, we should study the mechanism of various factors affecting online goods sales. In this paper, we make a systematic study of the behaviors of consumption online through the theory of psychological resistance, Beb's law, and Lewin metal of behavior. We construct a threshold quantile regression model to investigate the effects of price, credit, collection popularity, reputation and guarantee marks, on the sales. We select iPad Air 2 as our research object for its broad customers. The empirical results show that improving the sellers' credit rating and increasing the amount of reputation will lead to the increase of the sales for high-volume sellers. However, increasing the number of guarantee marks is negative to sales promotion. During the process of non-popular goods changing into the popular goods, increasing the amount of collection popularity, reputation and price within a certain range will promote the quantity of sales.
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2016, Vol. 
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