网络消费者购买决策形成及其影响因素研究——以淘宝网为例
首发时间:2009-06-16
摘要:随着经济和互联网的迅速发展,全球出现了电子商务的热潮。企业和公司纷纷利用网络媒体来销售产品和服务。网上购物作为一种崭新的消费模式,日益受到商家和消费者的关注。本文结合传统消费者决策行为理论和网络消费者决策行为理论,以淘宝网为例,分析得出影响电子商务模式下网络消费者购买决策的两个因素:即个人因素、网站和商家构成的购物环境,并对这两个因素进行具体分析,为网上销售人员制定有效的营销策略提供一定的科学依据。
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The Research of online consumer decision-making process and its influencing factors——Take Taobao as an exampl
Abstract:As the rapid development of Internet and economy, the global emergence of e-commerce boom. Enterprises and companies are using online media to sell products and services. Online shopping as a brand-new consumption patterns have become an increasing concern to businesses and consumers.In this paper, we use the traditional consumer decision-making theory and network theory of decision-making behavior of consumers, take taobao as an example, analysis the impact of e-commerce buying patterns of consumers in decision-making under the network of two factors: one is personal factors, the other is websites and businesses to the environment. Besides, compare the two factors, provide a scientific basis to online sales for the development of effective marketing strategy.
Keywords: Online consumers the purchase decision-making influencing factors Taobao
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No.3315726013012451****
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网络消费者购买决策形成及其影响因素研究——以淘宝网为例
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