Based on an experiment design,the volunteers buy specified commodities on a specified electronic commerce website and the shopping processes were recorded.Then the online shopping behavior indicators were collected by record analysis.The complexity of commodity name was measured by virtue of the information entropy,and its influences on the online shopping behavior indicators,such as the inputting keywords time,number of searching keywords,shopping time,searching times,rank of searching results and number of scanning products,were explored.Through questionnaire inspection,the impacts of the user perceived complexity of product name,familiarity with commodity name,and difficulty of inputting the keywords on the online shopping efficiency were investigated.Finally,improvement suggestions on the definition of commodity name were put forward.