网络消费心理与消费行为的关系研究

第1页共19页网络消费心理与消费行为的关系研究摘要互联网时代的到来,使消费者获得信息更加方便快捷,电子商务的出现,加速了网络消费的进程,这迫使企业不得不研究网络营销,探究网络消费者的心理,分析网络消费者的行为,从而获得来自虚拟市场的利益。网络消费者是新的消费群体,与传统市场消费群体有着截然不同的特性。企业要想卓有成效地开展网络营销活动,就必须了解和把握网络消费者的特征,分析网络消费者的消费心理动机,尽可能地为营销活动提供可靠的数据分析和营销依据。本文就是对网络环境下的消费心理与行为进行研究。首先,本文从消费者的角度入手,通过对心理特征、行为特征、购物需求、购物动机、价格认知和风险感知的分析,加深对消费者的认知;其次,从营销者的角度,分析消费者的心理与行为对网络营销的影响,以及营销者在网络营销过程中存在的心理优劣势,并就营销者针对消费者的心理与行为采取的营销策略进行了研究;再次,对于网络营销过程中越来越突出的个性化推荐问题进行了研究,并就如何利用消费者的心理与行为来提高个性化推荐的效果提出了解决思路;最后,基于本文对网络消费心理与行为、网络营销和个性化推荐的研究,提出了个人的创新观点。关键词：网络消费；网络消费心理；网络消费行为；网络消费建议第2页共19页SummaryAdventofInternetage,sothatconsumersmoreconvenientaccesstoinformation,e-commerceintheChuxian,acceleratedtheprocessofnetworkconsumption,whichforceenterprisestoBudeBuYanJiunetworkmarketing,TanjiunetworkconsumersofpsychologicalanalysisofInternetconsumerbehavior,Congerobtainedfromthevirtualmarketinterests.Networkofconsumersisthenewconsumergroups,consumergroupsandtraditionalmarkethasdifferentcharacteristics.Tocarryouteffectivebusinessnetworkmarketing,theneedtounderstandandgraspthenetworkofconsumersTezheng,analyzenetworkofconsumermotivationofconsumerpsychologyasmuchaspossibleforthemarketingactivitiestoprovidereliabledata分析andmarketingYiJu.Thisarticleisundernetworkenvironment,consumerpsychologyandbehavior.First,westartfromaconsumer'spointofview,throughthepsychologicalcharacteristics,behavioralcharacteristics,shoppingneeds,shoppingmotivations,priceperception,andperceptionofrisk,enhanceconsumerawareness;Secondly,fromthemarketerspointofview,analysisconsumerpsychologyandbehavioroftheimpactofnetworkmarketing,andmarketingintheonlinemarketingprocesspsychologicaladvantagesanddisadvantagesoftheexistingandthemarketersofconsumerpsychologyandbehaviortothestudyofmarketingstrategies;again,thenetworkmarketingprocessmoreandmoreprominentpersonalizedrecommendationsconductedastudyonhowtouseconsumerpsychologyandbehaviortoimprovetheeffectofpersonalizedrecommendationmadeSolutions;Finally,basedonthisconsumerpsychologyandbehavioronthenetwork,networkmarketingandpersonalizedrecommendationofthestudy,madeapersonalpointofviewofinnovation.Keywords:networkconsumption;networkconsumerpsychology;networkconsumerbehavior;networkconsumptionrecommendations第3页共19页目录1引言...............................................................................................................................................51.1研究背景和意义......................................................................................................................51.2论文主要研究内容和框架......................................................................................................51.3论文主要创新..........................................................................................................................52网络消费心理与消费行为理论综述............................................................................................62.1网络消费者心理与消费行为基本概念..................................................................................62.1.1网络消费者的心理..........................................................................................................62.1.2网络消费者的行为..........................................................................................................62.2网络消费群体的消费心理与消费行为..................................................................................72.2.1网络消费者群体的概念..................................................................................................72.2.2普通用户.........................................................................................................................72.2.3不同年龄网络消费者群体的消费心理和消费行为.....................................................82.2.4不同性别网络消费者群体的消费心理与消费行为......................................................92.2.5网络消费流行................................................................................................................112.3网络消费过程........................................................................................................................132.3.1网络消费者的需要........................................................................................................132.3.2网络消费者购买动机与购买的行为过程....................................................................153实证分析：网络消费心理与行为的问卷调查分析..................................................................163.1理论与假设............................................................................................................................163.1.1影响消费者网上购买意愿的因素................................................................................163.1.2消费者网上感知风险....................................................................................................173.1.3消费者网络使用倾向与网络使用经历........................................................................173.2研究设计................................................................................................................................183.2.1问卷设计........................................................................................................................193.2.2调研方法与样本特征..........................................