网上购物者购买决策过程的心理机制探析

Analysis on Psychological Mechanism of Purchase Decision Process of Online Shoppers

近年来网上购物成为一种时尚,为满足不同层次的需要,消费者产生网上购物需求,这促使消费者去网上搜集产品信息,此时,注意、感知觉、情绪、记忆都会影响信息的搜集;接着人对林林总总的信息进行评价,当其感知风险低于可接受水平时,才会做出购买决策;然而又有很多心理因素影响决策甚至行为过程;最后消费者使用商品时会进一步评价该商品,这反过来会影响其新的购买需求的产生.

Recently online shopping has become a fashion and many researchers do research on it from different perspectives. There are many articles on effects of psychological factors on behaviors of online consumers, but nobody analyzes the relations Of these factors and how they influence the whole purchase decision process, which directly refers to the purchase behaviors of online shoppers. So it is necessary to do research on it. It is requirements thatmake consumers search for product information, during which attention, perception, emotion and memory will act. Then when perceived risk is accepted, people will make buying decisions. However, intentions don＇t mean behaviors. Once a consumer buys a product, he will evaluate it further, which will in turn have influence on his new requirements.