网络促销策略对大学生冲动性网络购物的影响研究毕业论文.docVIP

毕业论文 （20_ _届） 网络促销策略对大学生冲动性网络购物的影响研究 摘 要 随着社会生活水平的提高，人们的消费观念和消费品位发生了很大的变化，追求刺激，统领时尚成为当代消费者的潮流;并且随着经济和科技的发展，越来越多的消费者更注重自我享受和情感的释放，消费者消费观念的转变，消费者冲动性购买行为日益增多。现如今，冲动性购买在我们的日常购买活动中占有相当大的比例。消费者的冲动性购买行为能大大增加商家的销售额，提高销售利润，因此，为了获得消费者尽可能大的购买量，企业和商家都希望能通过各种各样的营销手段来刺激消费者冲动性购买。本文通过对国内外相关研究成果进行分析，从网络促销入手，根据调查现宁波高教园区在校大学生，探究网络促销对消费者冲动性购买的影响，以期本研究能完善和丰富消费者行为理论体系，为商家制定和推行相应营销服务策略提供理论依据和参考。 关键词：网络促销；消费者；冲动性消费 Abstract With the improvement of social life, peoples consumer attitudes and consumer goods, great changes have occurred at the pursuit of stimulation, to guide consumers, the tide of contemporary fashion; and with the economic and technological development, more and more consumers Pay more attention to self-enjoyment and emotional release, changes in the concept of consumer spending, consumer impulse buying behavior is increasing.Now, impulse buying in our daily purchases account for a large proportion.Impulse buying behavior of consumers can greatly increase the sales of businesses, increase sales profits, therefore, in order to obtain the largest possible consumer purchases, business and businesses want through a variety of marketing tools to stimulate consumer Impulse buying.Based on the analysis of domestic and foreign research results, starting from the network marketing, Ningbo Higher Education Park is now under investigation in college students to explore network marketing to consumers the impact of impulse buying to the study of consumer behavior can improve and enrich the theoretical system For businesses to develop and implement the appropriate strategy for marketing services provide a theoretical basis and reference. Keywords: Web Promotion；Consumers；Impulsive Consumption 目 录 1 绪论 1 1.1论文选题的背景 1 1.2 研究目的和研究意义 2 1.3论文研究框架 3 2 4 2.1网络促销的 4 2.1.1 网络促销 4 2.1.2 网络促销 4 2.1.3 网络促销的特点 5 2. 6 2.2.1 冲动性购买行为的定义 6 2.2.2 冲动性购买行为的特征 7 2.2.3 冲动性购买的影响因素 8 3 问卷设计与数据分析 11 .1 问卷 11 3.1.1 问卷 11 3.1.2 信度分析 14 3.2 数据结果分析 1 3.2.1 均值分析 14 3.2.2 描述性统计分析 1.2.3 个体特征变量对各个变量的影响情况 29 4