基于消费者网络购物行为网络营销策略的研究

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1、———～—：■—-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-timetransaction，highinteractivity,lowcostandlowbarrier

2、stoentry．Inordertooccupythismarket，manyenterpriseshaveopenedupthenetworkmarketingchannel，andhavecreatedthecompanywebsitetoconductproductstrading,advertising,marketingandotheractivitiesontheInternet；Andthespecializednetworkretailsitesarealsomoreandmorejustliketaobao．cA'lm．Thenetworksho

3、ppingmarketdevelopedrapidly,andthenetworkhasbecomeaveryvaluablemarketingchannel，knownas”themostexcitingmarketinginnovationmodeinthehistory”．Thecompetitionbetweenthewebmerchantsbecomemoreandmoreintense．Inordertomakeaprofitinnetworkmarketing，andgetanadvantageouspositioninmarketcompetiti

4、on，thefirstpriorityofwebmerchantsistomakesuretherequirementsandcharacteristicsofeachtargetcustomers，studytheprocessofconsumer’spurchasingbehavioronwebsiteandthekeyfactorsthatinfluencingit．Onlyinthiswaycanwebmerchantsdevelopappropriatemarketingstrategiesandproductsuitableproducts，andth

5、enestablishalong-termrelationshipwithconsumel"S．Atthebeginningofthispaper,throughliteraturesreview,bymeansofreviewingthedefinitionandmodelofconsumerbehavior,themeaningofconsumerbehaviorismadeclearbasedonthisstudycontext；Throughthecomparableanalysisofthepresentresearchsituationaboutnet

6、workpurchasingbehaviorindomesticandoverseas，furtherclarifythedirectionandkeyoftheresearch；thensummarizethenetworkmarketingdefinitionandrelatedtheorytopavethewayforthefollow·upstudy．Second，fromtheconsumer'sperspective，thispaperanalyzesthecharacteristicsofnetworkconsumers，andtheprocesso

7、fpurchasingbehaviorone-commercewebsite，focusonconsumer’Sinformationbehaviorintheprocessofpurchasinginthenetwork．Basedonthis，comprehensivelyanalysisfactorsinfluencingconsumeronlinepurchasingbehavior．IIAbstractAndthenwiththeInternetUSCrsthathavenetworkshoppingexperienceastheresearchobje

8、ct，by