消费者网络购物行为的分析研究

摘要

21世纪随着互联网的迅速发展，人们的生活也逐渐地发生变化，一种新的购物模式走进了消费者的视野，不同消费层次、不同年龄层的消费者都尝试了在网络上进行购物，或者跃跃欲试的即将加入网络购物的大军。网络购物已经成为消费者购买商品的一个重要渠道。随着网络购物的兴起和发展，网络市场的竞争也日益激烈化，越来越多的购物网站占领了这种虚拟的消费市场。同时，我们的传统消费市场也面临着这种新型模式的挑战和威胁。无论是传统消费市场与网络消费市场的竞争还是网络消费市场内部各大网站的竞争，归根到底都是对于消费者的竞争。

本文基于网络市场这一大环境，以网络消费者为研究对象，首先对网络消费者的特征、需求等进行分析，充分认识网络消费者；其次通过对消费者选择网络购物的消费动机、购买过程以及影响网络消费者购买决策的因素的研究分析，进一步了解这一新兴的消费模式，最后基于以上研究给电子商务企业提出一些网络营销策略建议，促进网络市场的健康发展。

关键词：消费者，网络购物，购物动机，影响因素

In the 21st century, with the rapid development of Internet, people's lives are gradually changing, a kind of new shopping patterns come into the mind of the consumers, different consumption level, consumers of all ages tried shopping on the Internet, or try to going to join army of online shopping. Online shopping has become an important channel for consumers to purchase goods. With the rise and development of the network shopping, network market competition is increasingly fierce, more and more shopping sites occupied this virtual consumer market. At the same time, our traditional consumer market is faced with the new challenges and threats. No matter traditional market and network market competition or network market competition within each big website, in the final analysis is competition for the consumers.

In this paper, the big environment based on network market, the network consumer as the research object, first carries on the analysis, the characteristics of network consumer demand, fully understand the network consumer; analysis followed by studying factors on consumer purchase decision to choose the network shopping consumer purchase motivation, process and effect of network consumers, further understanding of this emerging consumption patterns, at last the above research to the electronic commerce enterprise and puts forward some suggestions based on the network marketing strategy, and promote the healthy development of the network market.

Keywords: consumer,online shopping,purchasing motivation，influencing factors

摘要............................................... 错误！未定义书签。Abstract........................................................... I I 引言. (1)

一、网络市场和网络消费者概述 (1)

（一）网络市场的发展及特征 (1)

（二）网络消费者的需求 (2)

（三）网络消费者的购买过程 (3)

二、消费者网络购物行为的动机 (4)

（一）网络消费者的心理动机 (4)

（二）网络消费者的需求动机 (5)

三、消费者网络购物行为的影响因素 (6)

（一）影响消费者网络购物行为的社会环境因素 (6)

（二）影响消费者网络购物行为的企业内部因素 (6)

（三）影响消费者网络购物行为的个人因素 (7)

四、基于消费者网络购物行为对企业营销策略的建议 (7)

（一）提高电商服务质量，增加顾客满意度 (7)

（二）提高网络产品质量，满足消费者需求 (8)

（三）准确定位潜在消费者，重视网络购物的口碑传播 (9)

结束语 (9)

参考文献 (10)

谢辞 (11)