【毕业论文】电子商务环境下消费者行为分析.docVIP

毕业设计（论文） 题目： 电子商务环境下消费者行为分析 电子商务环境下消费者行为分析 摘要 电子商务从起步开始至今发展都非常迅猛，电子商务的发展使企业、市场和消费者行为发生了巨大的变化。更进一步来说，电子商务改变了人们的消费方式。企业只有了解了这些变化，才能给企业带来更多的商机，从而制定正确的策略，在市场竞争中取得优势。本文通过对电子商务环境下消费者行为，包括消费者心理个性化、消费者学习行为的主动性增强、注重商品价格、转换速度加快以致心理稳定性减少的心理特征的分析，及由心理因素所引起的消费者追求购买的方便和购物乐趣、直接参与生产和流通的全过程、理性的消费者行为的特征进行分析。并针对以上分析为商家提出满足顾客的内在需要、向消费者提供高效的信息和技术、定价及特价专栏的心理策略、以产品时尚为导向制定产品策略的相应心理策略；以及把握好产品信息描述的度、为消费者提供更快捷方便的参与方式和渠道、增加网站自身的吸引力和营销优势的行为对策，供商家们借鉴，希望能为将在或将想在网上创业的创业者提供有利的信息。 关键词：电子商务；环境；消费者行为；商家对策 ANALYSIS OF CONSUMER BEHAVIORS IN E-COMMERCE ENVIRONMENT ABSTRACT So far electronic commerce has developed rapidly since start-up. Its development has brought great change to the behavior of corporations, market and consumers. Further, it has remodeled people’s consumption patterns. Unless enterprisers realized the change, they won’t bring more business opportunities to their enterprises, formulate correct strategies or gain advantage in the market competition. This paper analyzes the consumer behavior in the e-commerce environment, including the individuation of consumers’ mentality, the buildup of learning’s go-aheadism, consumers’ paying attentions to the price, the decrease of mentality’s stability, the psychological characteristics with fast conversion, consumers’ seeking the shopping convenience and pleasure arising from psychological factors, being directly involved in the whole process of production and circulation, and the behavior characteristics of rational consumer. Based on the above analysis, the paper provides venders with psychological strategies which meet the internal needs of customers, offer consumers the efficient information and technology, pricing and special columns, and frame the fashion-oriented product strategies. Also, this paper puts forward corresponding countermeasures which grasp degrees of product information description, provide consumers with more convenient ways and channels of participation, and increase the attractiveness of their own webs