毕业论文（设计）消费者网络购物行为的影响因素研究.docVIP

摘要 近年来，随着计算机的普及和网络技术的迅速发展，我国的网民人数飞速增长。CNNIC最近发布的调查报告显示，我国的网民人数己经超过2.98亿。同时，我国电子商务的发展也极为迅速。CNNIC的调查报告显示，我国通过互联网进行购物的人数已经超过了6700万，比上一年增长了60%。市场的迅速增长为我国电子商务企业特别是网上商店的发展提供了机会。要抓住这个机会，网上商店从业人员必须理解消费者的网上购物行为和处理好与网上消费者之间的关系。为了帮助网上商店管理者达到这一目的，许多学者对影响消费者网上购物的因素进行了研究。但是大部分这方面的研究都是西方的学者做的。他们的研究对象大都是自己国家的消费者。由于经济、文化和思想上的差异我国的消费者与国外的消费者存在一定的差异。其中比较显著的差异是我国消费者具有很强的从众心理，在接受新事物的过程中很容易受到他人的行为和言语的影响。其中消费者受他人行为的影响主要体现在当消费者发现某新生事物非常流行时或发现身边很多人都在使用某新生事物时，该消费者会对这一新生事物产生浓厚的兴趣，从而更容易接受这一新生事物。换句话说，当消费者感觉到某新生事物越流行或感觉到身边有越多的人在使用某新生事物时，该消费者了解和使用该新生事物的愿望越强烈。其中消费者受他人言语的影响主要体现在当消费者发现身边很多人向自己推荐某新生事物或听见别人谈论某一新生事物的种种好处时，该消费者会对这一新生事物产生兴趣，从而更容易接受该新生事物。换句话说，当消费者感觉到某新事物的美誉度越高时，该消费者了解和使用该新生事物的愿望越强烈。 关键词:消费者；网上购物；购物行为 Abstract In recent years, with the popularization of computer and network technology rapid development, Chinas rapid growth in the number of Internet users. CNNIC survey report recently released (January 2009) showed that the number of Internet users in China has been more than 298 million. At the same time, the development of electronic commerce in China are very quickly. CNNIC survey report, our country through the Internet shopping toll has more than 67 million, up 60% on the previous year. The rapid growth of the market for Chinas e-commerce enterprises, especially online stores provides opportunities. Want to take the chance, on-line store employees must understand consumers shopping online behavior and deal with the relationship between online consumers. In order to help online store managers to achieve this objective, many scholars to affect consumer online shopping factors was studied. But most of the research of this aspect is the western scholars do. Their research objects are mostly their countrys consumers. Because of the economic, cultural and ideological differences of Chinese consumer and the overseas consumers have some difference. Among them is significant difference is Chinas consumer has a strong following psychology, and accept new things in the process of very vulnerable