网络消费与传统消费的比较分析基于消费者购买决策过程的视角.pdfVIP

网络消费与传统消费的比较分析：基于消费者购买决策 过程的视角 1 崔小杰 江西财经大学 国际贸易学院 江西南昌 330013 摘 要：本文以消费者行为学为基础，从消费者购买决策过程的视角出发，比较网络消费与传统消费的区别， 得出在需求确认和比较选择阶段传统消费优于网络消费，在其他三个阶段网络消费优于传统消费。然后从市场环 境、信息来源、感知风险和评价体系四个方面进行原因分析，最后从营销人员的角度提出建议。 关键词：感知风险；网络消费；传统消费；购买决策过程 中图分类号： 文献标识码：A 文章编号： The contrast and analysis with the traditional consumption and network consumption from perspective of the consumer behavior learning Cui xiao jie School of International Trade, Jiangxi Univeristy of Finance Econoimics, Nanchang China, 330013 Abstract: This paper was based on the consumer behavior learning. From the perspective of the consumers purchasing and decision-making process, we could know that the traditional consumption was better than the network consumption in the stage of demand confirm and selection, while the network consumption was better than the traditional consumption in other stages by the contrast between the traditional consumption and the network consumption. I then carried out analysis from four aspects of market environment, source of information, the perceived risks and evaluation system. Finally, I made the suggestions from the angle of the salesmen. Key Words: network consumption; traditional consumption; decision-making process; the perceived risks 随着互联网技术的发展和消费者价值观的变革，网络消费这一新型的消费方式已经逐渐成为 人们消费的主要形式之一，其市场规模不断扩大。2010 年，我国网民规模继续稳步增长，网民总 数达到 4.57亿，互联网普及率攀升至 34.3%，较 2009 年底提高5.4 个百分点。全年新增网民 7330 万，年增幅 19.1%。截止2010 年底，我国网民规模已占全球网民总数的 23.2%，亚洲网民总数的 55.4%。 表1 中国网民规模及普及率 年 2002 2003 2004 2005 2006 2007 2008 2009 2010 网民规模 5910 7950 940 11100 13700 21000 29800 38400 45730 （万） 网民普