中、俄跨境电商中的消费者行为分析

发布时间：2019-01-08 12:55

【摘要】：本文通过研究中俄两个不同消费群体的网络购物行为来探究消费者在线购买的影响因素,主要围绕电子商务的合法性、渠道营销的有效性以及支付系统的安全性,对跨境电子商务做了简要研究,期望本研究能够有利于中俄跨境电子商务的发展。随着宽带的普及,上网越来越方便,中俄电子商务随之迅速发展。两国电子商务的发展都为网上零售商提供了大量的机会,无论卖家在城市还是在乡村,都可以通过网络销售商品。目前,俄罗斯是欧洲网络渗透率最高的国家,而中国则是最大的网络零售市场,蕴藏着大量商业机会,因此,俄罗斯正试图进入中国市场。本人通过设计网上调查问卷,采用在线数据收集的方法对网络消费行为进行研究。研究发现,有效的营销组合以及品牌知名度是影响消费者是否进行网购的因素之一,研究还进一步发现如果网上零售商能够很好的洞察消费者的心理、明确他们的期望,将更有利于自身产品的销售。本文得出的主要结论如下:1、对中俄两国消费者来说安全隐患、商品描述不准确以及缺乏对商品实物的体验都是网上购物的基本缺陷,这些缺陷都会影响消费者对商品的信赖。2、中俄消费者对于相信虚拟零售商的可靠性持怀疑态度。这种信的缺乏对网上购物行为,尤其是消费者的忠诚度有很大的影响。3、宗教信仰和偏好不是消费者购买产品决策进程中的一个影响因素。4、付款方式在中俄在线购物中是不尽相同的。俄罗斯老一辈消费者更喜欢现金交付或直接资金转移的网上采购。然而年轻一代的俄罗斯消费者更青睐Qiwi wallet这种虚拟支付系统。Alibaba的Alipay系统是中国的消费者最受欢迎的付款平台。5、由语言障碍所带来的文化和技术障碍也是令中俄消费者担忧的主要问题。6、在俄罗斯12月31日新年、1月7日东正教圣诞节以及3月8日国际妇女节都是网购高峰时期,而在中国11月11日和春节期间是网购高峰时期。这项研究有助于网上卖家更好的洞察消费者的心理、明确他们的期望。通过研究影响消费者网购行为的因素,网络卖家可以有效地调整他们的策略以及营销模式,从而增强产品的竞争优势。举例来说,如果网络卖家对消费关心的产品质量、价格、运费、赠品等问题加以关注,并且改善他们的服务,那么就能很大程度上改善他们产品在消费者心中的口碑。
[Abstract]:By studying the online shopping behavior of two different consumer groups in China and Russia, this paper explores the influencing factors of consumers' online purchase, mainly focusing on the legitimacy of e-commerce, the effectiveness of channel marketing and the security of payment system. This paper makes a brief study on cross-border e-commerce and hopes that this study will be beneficial to the development of cross-border e-commerce between China and Russia. With the popularity of broadband, access to the Internet more and more convenient, the rapid development of e-commerce between China and Russia. The development of e-commerce in both countries provides a lot of opportunities for online retailers, whether sellers in urban or rural, can sell goods through the network. Russia is currently the country with the highest Internet penetration in Europe, while China is the largest online retail market, with plenty of business opportunities, so Russia is trying to enter the Chinese market. In this paper, I designed the online questionnaire and used the method of online data collection to study the online consumption behavior. The study found that an effective marketing mix and brand awareness are one of the factors that influence consumers' online shopping, and further found that if online retailers can have a good insight into consumers' psychology and clarify their expectations, Will be more conducive to their own products sales. The main conclusions of this paper are as follows: 1. For the consumers of China and Russia, the security risks, the inaccurate description of the goods and the lack of the experience of the goods are the basic defects of online shopping. These defects all affect consumer trust in goods. 2. Chinese and Russian consumers are sceptical about the reliability of virtual retailers. The lack of such letters has a great impact on online shopping behavior, especially consumer loyalty. 3. Religious beliefs and preferences are not an influential factor in the decision-making process of consumers buying products. Payment methods are different in online shopping between China and Russia. Older Russian consumers prefer cash delivery or direct money transfer online purchases. The younger generation of Russian consumers, however, prefer Qiwi wallet, the virtual payment system. Alibaba's Alipay system is the most popular payment platform for Chinese consumers. Cultural and technological barriers brought about by the language barrier are also major concerns for Chinese and Russian consumers. 6. During the Russian New year on December 31, Orthodox Christmas on January 7 and international shopping peak on March 8, International Working Women's Day. And in China November 11 th and the Spring Festival period is the online shopping peak time. The study helps online sellers better understand consumers' psychology and clarify their expectations. By studying the factors that influence consumers' online shopping behavior, online sellers can adjust their strategies and marketing models effectively, so as to enhance the competitive advantage of products. For example, if online sellers focus on the quality, price, freight, gifts and other issues of concern to consumers, and improve their services, they can greatly improve the reputation of their products in consumers' minds.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55

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