基于消费者购买行为下的电视购物与网络购物对比研究.docVIP

PAGE PAGE III 题 目: 基于消费者购买行为下的电视购物与网络购物 比较研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 自95年北京第一家电视直销出现起，短短四年的时间，电视直销发展速度及规模，在任何行业的发展史上都是罕见的，伴随这一新生事物的出现，人们对它褒贬不一，这是情理之中的事。为了使消费者对电视直销能有一个正确的认识，需要从理论和实践两方面对其存在的必然性进行研究 。 当今社会的消费方式让人们越来越倾向与方便快捷的购物方式，这其中又以电视购物与网络购物为主，两者之间存在着一定的联系又有很大的不同，本文则是要通过消费者的特征对两者进行分析比较寻求电视购物更好的发展之路。 作为一个新兴的营销方式，电视购物虽然有一定的优势，但就其本身特点和现状对购物者而言，仍存在一定的心理上的不足。如何改正或减少这种不足正式电视购物发展之路的根本。 关键词： 电视购物 网络购物 消费者特征 Title A comparison of TV shopping and online shopping Based on the consumer purchase behavion Abstract Since 1995, the first TV direct sale appeared in Beijing, the speed and the structure of the TV direct sale were rare in any industries in the development of the history. As the apperance of this new thing, different people have different views about it. Therefore, it is reasonable for this new thing. In order to make consumers have a correct understanding of the TV direct sale, it is necessary to study its existance according to both theory and practice. Nowadays, the consumption patterns make people tend to like fast and convenient way. Among them, TV shopping and online shopping are quite important. There is not only a relationship but also a difference exsits in them. The purpose of this article is to compare and analyze the TV shopping and online shopping according to their characteristics, and then find out a better way for the TV shopping’s development. As an emerging marketing, TV shopping has some certain advantages, but according to its characteristic and current situation, the consumers are lack of psychological factors. Therefore, how to correct or reduce this informal TV shopping becomes the foundamental thing in the development of TV shopping. Key words TV Shopping Online Shopping Consumer characteristics 目 次 TOC \o