2013年双十一中国IT网民购买行为分析资料.doc

Y 毕业设计（论文） 题目： 2013年双十一中国IT网民购买行为分析学生姓名： 学 号： 班 级: 专 业： 指导老师： 2014 年6月  2013年双十一中国IT网民购买行为分析ANALYSIS OF IT USERS PURCHASE BEHAVIOR ON DOUBLE ELEVEN SHOPPING CARNIVAL ON 2013 ABSTRACT With the rapid development of electronic commerce，the number of Chinese IT users sustained and rapid growth，at the same time，the number of IT users in the network shopping become more and more. The business competition is increasingly fierce，n order to gain market share，electricity’s promotion means constant renovation. The double eleven shopping carnival have made brilliant achievements and constantly refresh transactions,and 2013’s blowout sales has a milepost significance. Based on this background，the paper research the origin of double eleven shopping carnival and its current development，summarizing the IT users purchase behavior.,such as consumption level is low, women, young people are the main force. Analyze IT users purchase behavior characteristics and the influence factors during double eleven shopping carnival, there are four aspects, respectively is the promotion, commodity, personal and social factors.Then further analysis of IT users buy two eleven Shopping Festival in the psychological, countermeasures and suggestions are proposed for the optimization of IT users. Key words: Double eleven shopping carnival；IT users；urchase behavior 目录 1 绪论……………………………………………………………………………………...…1 1.1 研究背景与意义……………………………………………………………...……… 1 1.2 研究内容与方法………………………………………………………………...…… 2 1.3 文献综述…………………………………………………………………………...… 3 2 IT网民购买行为的介绍及双十一网民特点分析………………………………………..6 2.1IT网民及其购买行为的定义…………………………………………………..……..6 2.2双十一IT网民消费者的特点分析…………………………………………………..6 2.2.1消费层级偏低 …………………………………………………………...…….6 2.2.2女性为主 ………….……………………......…………………………………7 2.2.3年轻人是主力军 ……………………...………………………………………8 3 双十一购物节介绍与IT网民购买行为影响因素分析…………………..……………... 9 3.1双十一购物节介绍………………………...………………….……………..…..…… 9 3.1.1 “光棍节”变成双十一购物节的由来…………………………….………….9 3.1.2 2013年双十一购物节数据………..….………………………..…....………9 3.2双十一购物节IT