【作者】 李长江；

【导师】 叶强；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2007， 硕士

【摘要】 在巨大的网民规模的推动下,中国的网上购物迅速发展。深入地了解互联网用户,以吸引非网上购物者投入到网上购物的热潮中,保持网上购物者的参与热情,以及更加细致地研究网上购物者与非网上购物者,就成为了理论界和市场营销人员的关注热点。经历了人口与社会经济状况、计算机互联网使用情况及网上购物经验的研究阶段,网上购物研究现已进入到了生活方式这一更深层次。本研究借鉴国内外关于互联网用户网上购物生活方式的研究成果,尤其是Smith与Swinyard所开发的网上购物生活方式量表与美国互联网用户网上购物生活方式模型,经过问卷翻译、实施调查、数据分析及讨论,发现了美国互联网用户网上购物生活方式模型基本适用于中国,以此为基础,将中国互联网用户网上购物者划分成四类群体:害怕型购物者、尝试型购物者、犹豫型购物者、购物爱好者;非网上购物者也可划分成四个群体:害怕型的保守主义者、技术困惑者、犹豫型浏览者、不愿尝试者,对每一类别进行细致的描述与营销讨论。经过进一步的分析,本研究还得到了中国互联网用户网上购物生活方式的九个方面,分别是方便有趣、风险、感知能力不足、网上浏览、害怕网上购物、实体商店的乐趣、实体商店的价格与服务、物流、离家购物的麻烦,从而提出了中国互联网用户网上购物生活方式模型。更多还原

【Abstract】 Fueled by numerous Internet users, Internet shopping has stepped on a stage of rapid growth in China. Looking insight of Internet users, attracting the Non-shoppers joining in the Internet shopping campaign, sustaining the enthusiasm of Internet shoppers, and making more deeper understanding of segments of Internet shoppers and Non-shoppers, have become the key attention of researchers and enterprises.From the aspect of demographics and social-economy status to computer, network and Internet shopping experience, researchers have been deep into the lifestyle of Internet shopping. On the basis of relevant theories of lifestyle study of Internet users, especially the lifestyle scale of Internet shopping and the lifestyle model of Internet shopping of American Internet users made by Smith and Swinyard, through questionnaire translation, survey conducting, data analysis and discussion, we found out that the lifestyle model of Internet shopping of American Internet shopping is suitable for china, that the Internet shoppers of China comprise of these four segments: fearful shoppers, tentative shoppers, scrupulous shoppers, shopping lovers, that the Internet non-shoppers also comprises of four segments: fearful conservatives, technology muddler, scrupulous browsers, hesitated non-shoppers, and then profile the eight segments in various aspects.We also extracted nine factors of the lifestyle of Internet users in China, and those are convenience, risk, self-inefficacy, windows-shopping, be fearful to Internet shopping, the enjoyment of local store, the price and service of local store, logistics, trouble of leaving home for shopping, and finally, we constructed the lifestyle model of Internet shopping in China.更多还原