Web环境的消费者行为变化

A Study of the Changes of Consumers'Behavior under Web Environment

与传统的市场交易相比,W eb环境下商品交易方式发生了很大变化,信息流成为影响商业活动的主导因素。消费者对网络信息空间的认知方式与传统环境下的认知方式相比,也发生很大的变化,消费者掌握了网上交易主动权。网络营销者应充分认识到这种变化,在了解消费者需求的基础上,通过网络宣传产品和树立企业形象。

Comparing with traditional market trade, the manner of commodity trade changes greatly and information flow becomes the ruling factor affecting commercial activities. The consumers change their cognitive manner of the network information space and they control initiative right, which is different from the manner in traditional environment. Business men under web environment should fully recognize these changes, publicize their products and set a good image on the basis of understanding consumers＇ needs.