垂直女性时尚电商网站消费者行为研究

发布时间：2018-01-10 01:23

本文关键词：垂直女性时尚电商网站消费者行为研究　出处：《北京印刷学院》2015年硕士论文　论文类型：学位论文

【摘要】：近些年来,现代女性的经济消费水平不断提高,以女性消费者为目标的电商网站不断涌现,女性消费者受到越来越多的重视。在这种背景下,本文通过实例佐证,从传播学角度出发,对垂直女性时尚电商网站消费者行为特点以及影响因素进行深入探析。垂直女性时尚电商网站是一个新兴概念,目前业界对其还没有明确定义。本文引用大量资料,试图对其概念进行界定。本文以唯品会、聚美优品以及蘑菇街这三大典型网站的女性消费者行为为例,结合传播学理论,总结出了垂直女性时尚电商网站的消费者行为特点,比如消费者追求物美价廉和即刻方便,消费者追求符号消费,热衷于为家人选购商品进行自我表达,容易发生感性消费行为等。垂直女性时尚电商网站消费者行为之所以表现出上述特点,必然有其影响因素存在,本文试图找出这些影响因素,并以实例加以说明。最后在对消费者行为特点和影响因素总结的基础上,对垂直女性时尚电商网站的发展提出合理化建议。
[Abstract]:In recent years, the level of economic consumption of modern women has been increasing, and e-commerce websites aiming at female consumers have been emerging, and more and more attention has been paid to female consumers. In this paper, from the perspective of communication, this paper analyzes the consumer behavior characteristics and influencing factors of vertical female fashion ecommerce website from the perspective of communication. Vertical female fashion ecommerce website is a new concept. At present, the industry has no clear definition. This paper cites a lot of information, trying to define its concept. This paper takes VIPSHOP, Jumei and Mogujie as an example of the female consumer behavior of the three typical websites. Combined with the theory of communication, summed up the vertical female fashion e-commerce website consumer behavior characteristics, such as consumer pursuit of quality and cheap and instant convenience, consumer pursuit of symbol consumption. Keen to buy goods for the family for self-expression, prone to emotional consumer behavior and so on. Vertical female fashion e-commerce website consumer behavior shows the above characteristics, there must be its influence factors. This paper tries to find out these influencing factors and explain them with examples. Finally, on the basis of summing up the characteristics of consumer behavior and the influencing factors, the paper puts forward some reasonable suggestions for the development of vertical female fashion ecommerce websites.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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