基于消费者网络购物行为的网络营销策略研究

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1、安徽大学硕士学位论文基于消费者网络购物行为的网络营销策略研究姓名：薛婵娟申请学位级别：硕士专业：情报学指导教师：任娟201205———～—：■—-1／翻／ll／／I／Ifl／ffll／IIlll46／ItlJll／ItlllIItloltUlJ3JJ／ll／摘要㈠引旧ouj关键词：网络购物；消费行为；信息行为；网络营销AbstractComparedwiththetraditionalmarket，thenetworkmarkethasunmatchedfeatures：richinformationresource，norestrictionoftimeandspace,real-

2、timetransaction，highinteractivity,lowcostandlowbarrierstoentry．Inordertooccupythismarket，manyenterpriseshaveopenedupthenetworkmarketingchannel，andhavecreatedthecompanywebsitetoconductproductstrading,advertising,marketingandotheractivitiesontheInternet；Andthespecializednetworkretailsitesarealsom

3、oreandmorejustliketaobao．cA'lm．Thenetworkshoppingmarketdevelopedrapidly,andthenetworkhasbecomeaveryvaluablemarketingchannel，knownas”themostexcitingmarketinginnovationmodeinthehistory”．Thecompetitionbetweenthewebmerchantsbecomemoreandmoreintense．Inordertomakeaprofitinnetworkmarketing，andgetanadv

4、antageouspositioninmarketcompetition，thefirstpriorityofwebmerchantsistomakesuretherequirementsandcharacteristicsofeachtargetcustomers，studytheprocessofconsumer’spurchasingbehavioronwebsiteandthekeyfactorsthatinfluencingit．Onlyinthiswaycanwebmerchantsdevelopappropriatemarketingstrategiesandprodu

5、ctsuitableproducts，andthenestablishalong-termrelationshipwithconsumel"S．Atthebeginningofthispaper,throughliteraturesreview,bymeansofreviewingthedefinitionandmodelofconsumerbehavior,themeaningofconsumerbehaviorismadeclearbasedonthisstudycontext；Throughthecomparableanalysisofthepresentresearchsit

6、uationaboutnetworkpurchasingbehaviorindomesticandoverseas，furtherclarifythedirectionandkeyoftheresearch；thensummarizethenetworkmarketingdefinitionandrelatedtheorytopavethewayforthefollow·upstudy．Second，fromtheconsumer'sperspective，thispaperanalyzesthecharacteristicsofnetworkconsumers，andtheproc

7、essofpurchasingbehaviorone-commercewebsite，focusonconsumer’Sinformationbehaviorintheprocessofpurchasinginthenetwork．Basedonthis，comprehensivelyanalysisfactorsinfluencingconsumeronlinepurchasingbehavior．IIAbstractAndthenwiththeInte