【作者】 薛婵娟；

【导师】 任娟；

【作者基本信息】 安徽大学 ， 情报学， 2012， 硕士

【摘要】 与传统市场相比,网络市场具有无可比拟的特征：信息资源无限丰富、没有时间及空间的限制、即时的交易、互动性强、成本低廉以及进入门槛低等。为了占领这个市场,许多企业开辟了网络销售渠道,并相继创建了企业门户网站，在网络上进行产品交易、广告宣传、市场营销等活动；而且像淘宝网这种专门的网络零售网站也越来越多。网络购物市场迅猛发展,网络已经成为一个非常有价值的营销渠道,被誉为“历史上最振奋人心的营销创新模式”。网络市场上商家之间的竞争越来越激烈,对于网络商家而言,要想在网络营销中获利,在市场竞争中处于有利地位,首要的任务是明确每个目标消费者的需求和特征,研究消费者的网络购物过程及影响消费者购物行为的关键因素,这样才能制定有效的网络营销策略,在营销过程中与消费者建立稳定、持久的客户关系。本文首先通过文献回顾,对消费者行为定义和模式进行梳理,界定了基于本文研究背景的消费者行为内涵；通过对国内外消费者网络购物行为研究现状的对比分析,进一步明确了本文研究的方向和着重点；接着对网络营销定义和相关理论进行归纳总结,为后续研究进行理论铺垫。其次,从消费者的角度出发,分析网络消费者的特点,以及在购物网站上的购买过程,重点研究消费者在网络购物过程中的信息行为。在此基础上,全面分析影响消费者网络购物行为的因素。然后,以有过网络购物经验的网民为研究对象,通过问卷调查和数据统计验证和分析这些因素对消费者的影响程度以及消费者对这些因素的认同度。最后,本文有针对性地提出电子商务网站在网站设计、产品选择及定价、网站交易安全、网站沟通服务、网站物流配送方式、网站评价体系构建、网站形象等方面的营销策略。更多还原

【Abstract】 Compared with the traditional market, the network market has unmatched features:rich information resource, no restriction of time and space, real-time transaction, high interactivity, low cost and low barriers to entry. In order to occupy this market, many enterprises have opened up the network marketing channel, and have created the company web site to conduct products trading, advertising, marketing and other activities on the Internet; And the specialized network retail sites are also more and more just like taobao.com. The network shopping market developed rapidly, and the network has become a very valuable marketing channel, known as "the most exciting marketing innovation mode in the history". The competition between the web merchants become more and more intense. In order to make a profit in network marketing, and get an advantageous position in market competition, the first priority of web merchants is to make sure the requirements and characteristics of each target customers, study the process of consumer’s purchasing behavior on website and the key factors that influencing it. Only in this way can web merchants develop appropriate marketing strategies and product suitable products, and then establish a long-term relationship with consumers.At the beginning of this paper, through literatures review, by means of reviewing the definition and model of consumer behavior, the meaning of consumer behavior is made clear based on this study context; Through the comparable analysis of the present research situation about network purchasing behavior in domestic and overseas, further clarify the direction and key of the research; then summarize the network marketing definition and related theory to pave the way for the follow-up study.Second, from the consumer’s perspective, this paper analyzes the characteristics of network consumers, and the process of purchasing behavior on e-commerce web site, focus on consumer’s information behavior in the process of purchasing in the network. Based on this, comprehensively analysis factors influencing consumer online purchasing behavior. And then with the Internet users that have network shopping experience as the research object, by questionnaire and analysis of statistics to verify and analysis the influence degree of these factors to the consumer as well as the consumer’s recognition of these factors.Finally, the paper put forward the marketing strategy for e-commerce websites in the web design, product selection and pricing, website transaction security, website communication services, website logistics and distribution mode, website evaluation system, and the website image.更多还原