中国网络消费者行为特征
发布时间：2018-07-13 14:39
【摘要】：基于与淘宝网合作进行的面向全国网络消费者的调查数据,依据消费决策过程理论模型,对比分析我国网络消费者基本属性及购买行为特征发现,我国网络消费者主要关注产品功能、规格和价格,且商品价格承受能力与性别、年龄存在明显关系;商品和服务质量是影响消费者重复购买最主要的因素,其他因素的影响存在较大的年龄差异;服装/配饰是目前最畅销的品类,而未来IT/数码/通信、文化/娱乐/服务、化妆及护理用品有可能成为排名前三的品类;网友评价、朋友推荐、排行榜热销名单对引发网络消费者对商品的关注具有非常重要的影响。为更好地提高网络商家在线经营效果,在线商品定价应尽可能做到价格实惠、商品实用,并尽量考虑高价商品消费群体需求;网络商家运营应努力提高自身综合服务质量,全面打消理智型消费者顾虑,提升高端用户占比,重视物流配送服务;在线商品既要迎合主流群体口味,也要挖掘不同群体潜在需求,重视中高端用户需求;网络促销手段既要注重口碑信息的作用,有效管理在线评论等,也要根据消费者浏览记录加以推荐,提高个性化服务水平,重视购买频率高的主力消费者的需求。
[Abstract]:Based on the survey data of the national network consumers in cooperation with Taobao, and based on the theoretical model of the consumption decision-making process, this paper contrasts and analyzes the basic attributes and purchasing behavior characteristics of the online consumers in China. China's online consumers are mainly concerned about product functions, specifications and prices, and there is a clear relationship between price affordability and gender and age, and the quality of goods and services is the most important factor affecting consumers' repeated purchases. Other factors have a large age difference; clothing / accessories are the best-selling category at present, while ITD / digital / communications, culture / entertainment / service, makeup and care products are likely to be the top three categories in the future. Friends recommend, the list of hot-selling list to trigger online consumer attention to goods has a very important impact. In order to improve the effect of online business operation, online commodity pricing should be as affordable as possible, practical and take into account the needs of high price consumers. Fully dispelling rational consumer concerns, enhancing the proportion of high-end users, paying attention to logistics and distribution services; online commodities should not only cater to mainstream group tastes, but also tap the potential needs of different groups, attach importance to the needs of high-end users; The network promotion means should not only pay attention to the function of word-of-mouth information, effectively manage online comments, but also recommend them according to the consumer browsing records, improve the level of personalized service, and attach importance to the demand of the main consumers with high purchasing frequency.
【作者单位】： 东华大学旭日工商管理学院;
【基金】：国家社会科学基金项目“中国特色的网络消费调查研究”(10BGL027)
【分类号】：F713.55
[Abstract]:Based on the survey data of the national network consumers in cooperation with Taobao, and based on the theoretical model of the consumption decision-making process, this paper contrasts and analyzes the basic attributes and purchasing behavior characteristics of the online consumers in China. China's online consumers are mainly concerned about product functions, specifications and prices, and there is a clear relationship between price affordability and gender and age, and the quality of goods and services is the most important factor affecting consumers' repeated purchases. Other factors have a large age difference; clothing / accessories are the best-selling category at present, while ITD / digital / communications, culture / entertainment / service, makeup and care products are likely to be the top three categories in the future. Friends recommend, the list of hot-selling list to trigger online consumer attention to goods has a very important impact. In order to improve the effect of online business operation, online commodity pricing should be as affordable as possible, practical and take into account the needs of high price consumers. Fully dispelling rational consumer concerns, enhancing the proportion of high-end users, paying attention to logistics and distribution services; online commodities should not only cater to mainstream group tastes, but also tap the potential needs of different groups, attach importance to the needs of high-end users; The network promotion means should not only pay attention to the function of word-of-mouth information, effectively manage online comments, but also recommend them according to the consumer browsing records, improve the level of personalized service, and attach importance to the demand of the main consumers with high purchasing frequency.
【作者单位】： 东华大学旭日工商管理学院;
【基金】：国家社会科学基金项目“中国特色的网络消费调查研究”(10BGL027)
【分类号】：F713.55
【参考文献】
中国期刊全文数据库 前1条
1 林亚;;体验经济与电子商务发展[J];中国流通经济;2014年01期
【共引文献】
中国期刊全文数据库 前5条
1 钟R，
本文编号：2119730
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