女性网络购物的消费心理及行为特征

当代社会中，互联网已打入大众生活各个角落。这一高科技产物已经完成从最初走进大众视野，到如今不知不觉改变着现代人的生活方式和行为习惯这一蜕变。而在电子商务的大力发展下，在网上银行和现代物流的双重推动下，网络购物已逐渐成为一种大众消费。面对这一新兴的购物方式，商家积极地开疆辟土以从其中使买卖双方互利互惠。女性则是天生的购物狂，她们对购物的狂热和对美好的追求远超过其他爱好，这使得市场上女性用品和以女性为主要选购对象的各类商品层出不穷且畅销连连。伴随着女性在社会地位和家庭地位上的不断提高，女性群体在日常生活中购买活动的参与力与决策力逐渐提升，使得其在网络购物大潮中占有重要地位。本文以女性网络购物群体为主要研究对象，用网络购物大环境下产生的数据为背景分析在网络购物过程中女性的消费心理及基于此消费心理所产生的行为分析。并在网络购物中存在的相关问题进行阐述研究，补充完善女性在网络购物时应避免的所谓习惯性购物行为。透过分析女性网络购物中存在的问题和产生问题的原因，提出解决问题的对策，为网络购物大环境下出现的问题提供参考，从而促进网络购物长远健康发展。

关键词：女性网络购物消费心理购物行为

In the contemporary society, the Internet has been into every corner of life of the masses. The high-tech products has been completed from the original into the public view, to now imperceptibly changing modern way of life and habits of this transformation. In, with the development of e-commerce in the bank on the net and modern logistics, online shopping has gradually become a kind of mass consumption. In the face of this new way of shopping, business actively broadening its monarch soil to make mutual benefit between the seller and the buyer. Women are born shopping crazy, the shopping frenzy is far more than other hobbies, which makes the market for women and women as the main object of choose and buy all kinds of goods emerge in endlessly, and sell well. With women in the social status and family status, group of women in daily life to purchase activity participation and decision forces gradually enhanced, makes it occupies an important position in the tide of online shopping. Based on the network shopping women group as the main research object, using the Internet shopping environment background data for analysis of women in the process of network shopping consumer psychology and based on analysis of the consumption psychology of behavior. And elaborates the problems existed in the network shopping of research, complement women should avoid it in the network shopping of so-called habitual shopping

behavior. Through the analysis of female problems existing in the network shopping and the reasons of problem, put forward the countermeasures to solve the problem, provide a reference for the problems under the network shopping environment, so as to promote the long-term healthy development of online shopping.

Key words:women shopping online Consumer psychology

Shopping behavior

目录

前言 (1)

第一章女性网络购物群体现状分析 (2)

1.1 网络购物现状研究 (2)

1.1.1 网络购物基本概念 (2)

1.1.2 网络购物现状分析 (2)

1.2 研究综述 (4)

第二章女性网购群体消费心理及行为特征分析 (7)

2.1 女性网络购物基本特征 (7)

2.2 女性网络购物行为差异分析 (7)

2.3 女性消费者网络购物的心理特点和影响因素 (9)

第三章女性网购群体消费行为建议 (12)

3.1 女性消费者网络购物风险分析 (12)

3.2 对女性消费者的网购建议 (13)

3.3 女性网购群体消费行为建议 (14)

第四章结语 (16)

参考文献 (16)

致谢 (17)