电子商务环境下的消费者行为探析与应用.docVIP

摘 要 消费者行为的独特性及其根源研究是企业实施合理有效的营销策略的前提。作为市场的主体，在电子商务环境下，消费者的行为和心理更是有着全新的内容和形式。本文首先分析了目前国内外对此课题的研究现状，对电子商务和消费者行为的概念和定义做了一定的解释；接着，根据网络购物的三个环节，分析网络营销环境下消费者行为区别于传统购物环境的新特点，其中，在进行根源分析的时候特别结合了中国互联网络信息中心的第十九次调查报告的部分数据，对个人因素和环境因素进行了根源性分析；然后根据上述根源性分析，针对购前、购中、购后三个环节对政府和企业提出了相应的外部环境建设应对措施；最后对本文所做的分析和观点进行了一定的总结和展望。 【关键词】电子商务 消费者行为分析 信任度 传统营销 Abstract The study of the characteristics and origin of the consumers’ performance is the presupposition of the enterprise taking effective marketing strategies. In the Electronic Commerce, the consumers’ performance and psychology have completely new content and manner. First, the paper analyzes the present situation of this subject home and abroad, and explains the concepts and definitions of Electronic Commerce and the consumer’s performance. Second, according to the three sectors of Internet shopping, the paper analyzes the new characteristics of the consumers’ performance in the Internet marketing, which is different from the traditional shopping. When analyzing the originality, the paper conducts the original analysis about individual factors and environmental factors supported by part of the data from the 19th survey report by Chinese Internet Information Center Based on the above original analysis, the author suggests the relative measures to construct external atmosphere in view of the three sectors of pre-shopping, mid-shopping, and after-shopping. Last, the author draws a conclusion about the analysis and view points and makes some proposals. 【Key Words】Electronic Commerce; Analysis of Consumers’ Behavior; Trust Degree; Traditional Marketing 目 录 1 引言 2 1.1 研究背景和意义 2 1.2 研究方法和目的 3 1.3创新和不足 3 2 电子商务环境下的消费者行为及其新特点 3 2.1 电子商务环境下的消费者行为概述 4 2.1.1 电子商务的定义与分析 4 2.1.2 消费者行为的定义与分析 4 2.2 电子商务环境下消费者行为的新特点 5 2.2.1 购前准备阶段消费者行为的新特点 5 2.2.2 购买行为发生阶段消费者行为的新特点 6 2.2.3 购后评价阶段消费者行为的新特点 6 3 电子商务环境下消费者行为新特点的根源分析 7 3.1 个人因素对消费者行为新特点的影响 7 3.2 环境因素对消费者行为新特点的影响 10 4 根据消费者行为新特点发展电子商务的几点建议 11 4.1 企业如何发展电子商务 11 4.1.1 针对购前准备做好产品的定位和网站的建设 11 4.1.2 针对购