互联网背景下30岁以内的年轻女性消费行为研究.docxVIP

PAGE 52 互联网+背景下30岁以内的年轻女性消费行为研究 摘 要 “互联网+”的兴起，使越来越多企业创造出新兴产业，创新的模式吸引着许多人的使用，加上“互联网+”消费形式便捷、消费价格较低廉、突破空间的限制等原因，赢得许多消费者的青睐。消费者不仅能在网络上解决生理上“衣食住行”等问题，而且还能寻求到心理上的归属感。事物都有两面性，互联网的某些功能也侵害到消费者的权益。 互联网时代碰上“女钱经济”时代，将会产生巨大的经济效益。女性消费者不仅在消费决策上有绝对主导地位，在主动消费的能力上也有突出的表现。如今，省钱过日子的年轻女性越来越少，她们更多是追求生活中的快乐，她们崇尚“工作是为了更好的生活”这一理念，开始从悦人转变城悦己。正因这个变化，各个领域也都开始关注女性消费者，创作出针对年轻女性的许多“互联网+她经济”的产物。 本课题主要研究在互联网背景下，运用消费者行为学的理论及AISAS模型对年轻女性消费者的消费现状、购买行为因素、消费喜好、行为特征分析等进行研究分析，最后针对年轻女性消费者对企业提出营销建议及未来发展趋势，促进电商等企业长久发展。 关键词：互联网+；她经济；消费者行为；营销策略 Research on the consumption behavior of young women under 30 years old under the Internet plus background Abstract With the rise of Internet+, more and more enterprises have created emerging industries. The innovative mode attracts many people to use it. In addition, the convenient consumption form, low consumption price and breakthrough of space restrictions of Internet plus have won the favor of many consumers. Consumers can not only solve physical problems such as food, clothing, housing and transportation on the Internet, but also seek a psychological sense of belonging. Every coin has two sides. Some functions of the Internet also infringe the rights and interests of consumers. When the Internet age meets the era of female money economy, it will produce huge economic benefits. Female consumers not only have absolute dominance in consumption decisions, but also have outstanding performance in their ability to take initiative. Nowadays, there are fewer and fewer young women who save money and live a life. They are more in pursuit of happiness in life. They advocate the concept of work for a better life and start to change from happy people to happy people. Because of this change, various fields have begun to pay attention to female consumers, creating many Internet + her economy products for young women. Under the background of Internet, this research mainly uses the theory of consumer behavior and AISAS model to analyze the current situation of young female consu