發(fā)布時(shí)間：2018-07-13 14:39

【摘要】：基于與淘寶網(wǎng)合作進(jìn)行的面向全國網(wǎng)絡(luò)消費(fèi)者的調(diào)查數(shù)據(jù),依據(jù)消費(fèi)決策過程理論模型,對比分析我國網(wǎng)絡(luò)消費(fèi)者基本屬性及購買行為特征發(fā)現(xiàn),我國網(wǎng)絡(luò)消費(fèi)者主要關(guān)注產(chǎn)品功能、規(guī)格和價(jià)格,且商品價(jià)格承受能力與性別、年齡存在明顯關(guān)系;商品和服務(wù)質(zhì)量是影響消費(fèi)者重復(fù)購買最主要的因素,其他因素的影響存在較大的年齡差異;服裝/配飾是目前最暢銷的品類,而未來IT/數(shù)碼/通信、文化/娛樂/服務(wù)、化妝及護(hù)理用品有可能成為排名前三的品類;網(wǎng)友評價(jià)、朋友推薦、排行榜熱銷名單對引發(fā)網(wǎng)絡(luò)消費(fèi)者對商品的關(guān)注具有非常重要的影響。為更好地提高網(wǎng)絡(luò)商家在線經(jīng)營效果,在線商品定價(jià)應(yīng)盡可能做到價(jià)格實(shí)惠、商品實(shí)用,并盡量考慮高價(jià)商品消費(fèi)群體需求;網(wǎng)絡(luò)商家運(yùn)營應(yīng)努力提高自身綜合服務(wù)質(zhì)量,全面打消理智型消費(fèi)者顧慮,提升高端用戶占比,重視物流配送服務(wù);在線商品既要迎合主流群體口味,也要挖掘不同群體潛在需求,重視中高端用戶需求;網(wǎng)絡(luò)促銷手段既要注重口碑信息的作用,有效管理在線評論等,也要根據(jù)消費(fèi)者瀏覽記錄加以推薦,提高個(gè)性化服務(wù)水平,重視購買頻率高的主力消費(fèi)者的需求。
[Abstract]:Based on the survey data of the national network consumers in cooperation with Taobao, and based on the theoretical model of the consumption decision-making process, this paper contrasts and analyzes the basic attributes and purchasing behavior characteristics of the online consumers in China. China's online consumers are mainly concerned about product functions, specifications and prices, and there is a clear relationship between price affordability and gender and age, and the quality of goods and services is the most important factor affecting consumers' repeated purchases. Other factors have a large age difference; clothing / accessories are the best-selling category at present, while ITD / digital / communications, culture / entertainment / service, makeup and care products are likely to be the top three categories in the future. Friends recommend, the list of hot-selling list to trigger online consumer attention to goods has a very important impact. In order to improve the effect of online business operation, online commodity pricing should be as affordable as possible, practical and take into account the needs of high price consumers. Fully dispelling rational consumer concerns, enhancing the proportion of high-end users, paying attention to logistics and distribution services; online commodities should not only cater to mainstream group tastes, but also tap the potential needs of different groups, attach importance to the needs of high-end users; The network promotion means should not only pay attention to the function of word-of-mouth information, effectively manage online comments, but also recommend them according to the consumer browsing records, improve the level of personalized service, and attach importance to the demand of the main consumers with high purchasing frequency.
【作者單位】： 東華大學(xué)旭日工商管理學(xué)院;
【基金】：國家社會科學(xué)基金項(xiàng)目“中國特色的網(wǎng)絡(luò)消費(fèi)調(diào)查研究”(10BGL027)
【分類號】：F713.55

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本文編號：2119730