本人毕业论文【排】

毕业设计(论文)网络购物行为分析系别商贸系专业市场营销班级30808姓名李成勋指导教师初钊鹏2012年6月8日东北大学秦皇岛分校毕业设计（论文）第I页网络购物行为分析摘要在中国，网络购买以其不可忽视的力量影响着个人、产业、经济乃至整个社会，推动了中国经济的增长和社会的成熟，加速了信息社会的进程。网络购买行为在当今生活中的重要性，也引发了对网络购买行为的研究，文中分析了网络消费者的需要具有个性化、多样化、选择商品理性化、受价格影响等特点；网络消费者的购买动机分为需要动机和心理动机两部分；网络消费者的购买行为受市场营销因素、外界环境因素、个人特征、心理因素等影响。企业在对影响消费者网络购物行为的因素了解的情况下，有利于企业制定出有效的营销策略。同时希望网络购买行为越来越规范，从而促进我国网络购物有序、健康发展，提升现代服务业发展水平有很大作用。关键词：网络购物，网络消费者东北大学秦皇岛分校毕业设计（论文）第II页TheonlineshoppingbehavioranalysisAuthor：LiChengxunTutor：ChuZhaopengAbstractInChina,thenetworktobuywithitsforcethatcannotbeignored,influencepersonalindustry,economyandsociety,promotedthegrowthofChina'seconomyandsocietymature,acceleratingtheprocessofinformationsociety.Networkpurchasebehaviorintoday'slife,theimportanceofnetworkalsosparkedpurchasebehaviorresearch,thispaperanalyzesthenetworkconsumers'needhasthepersonalized,diversified,andchoosegoodsrationalization,affectedbypriceetc;Networkconsumers'purchasingmotivationneedmotivationandpsychologicalmotivationisdividedintotwoparts;Networkconsumers'purchasingbehaviorbymarketmarketingfactorsandoutsideenvironmentfactor,personalcharacteristics,psychologicalfactorsinfluence.Enterprisetheinfluencefactorsofnetworkconsumersshoppingbehaviorunderstanding,benefittotheenterprisedevelopeffectivemarketingstrategy.Atthesametimehopenetworkpurchasebehaviormoreandmorenormative,soastopromoteChina'sonlineshoppingorderlyandhealthydevelopment,promotethedevelopmentlevelofmodernserviceindustryhasverybigeffect.KeyWords:onlineshopping,networkconsumer东北大学秦皇岛分校毕业设计（论文）第III页目录1绪论.........................................................................................................................................11.1研究背景和研究意义....................................................................................................11.2研究方法........................................................................................................................11.3研究内容........................................................................................................................11.4国内外研究现状............................................................................................................21.4.1国内现状.............................................................................................................21.4.2国外现状.............................................................................................................22顾客网络购买行为界定........................................................................................................32.1顾客网络购买行为的定义............................................................................................33顾客网络购买行为分析之WHO.............................................................................................53.1网络消费者...................................................................................................................53.1.1网络消费者的定义............................................................................................53.1.2网络消费者的整体趋势....................................................................................53.1.3各阶层网络消费者特点.....................................................................................63.1.4网络消费者的类型............................................................................................74顾客网络购买行为分析之WHAT............................................................................................94.1WHAT在本次分析的含义...........................................................................................94.2网络产品.......................................................................................................................95顾客网络购买行为分析之WHY............................................................................................105.1WHY在本次分析的含义...........................................................................................105.2网络购物动机及优势..................................................................................................105.2.1需求动机..........................................................................................................105.2.2心理动机...........................................................................................................105.3网络购物的优势..........................................................................................................115.3.1对于消费者来说..............................................................................................115.3.2对于商家来说...................................................................................................126顾客网络购买行为分析之WHEN..........................................................................................13东北大学秦皇岛分校毕业设计（论文）第IV页6.1WHEN在本次分析的含义.........................................................................................136.2购买决策过程..............................................................................................................136.2.1唤起需求..........................................................................................................136.2.2收集与之相关的信息..............