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《基于消費(fèi)者網(wǎng)絡(luò)購物行為網(wǎng)絡(luò)營銷策略的研究》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、———～—：■—-1／翻／ll／／I／Ifl／ffll／IIlll46／ItlJll／ItlllIItloltUlJ3JJ／ll／摘要㈠引舊ouj關(guān)鍵詞：網(wǎng)絡(luò)購物；消費(fèi)行為；信息行為；網(wǎng)絡(luò)營銷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
