基于层次分析法的网络消费主影响因素分析

An Analysis of the Main Factors Affecting Network Consumption Based on Analytic Hierarchy Process

营销的重点在于了解消费者的需求,网络营销也不例外。目前已有许多学者对网络消费影响因素进行了研究分析,然而由于早期网络消费软、硬件条件的局限,使得大多数研究都无法忽略网络消费客观因素的影响,导致多数研究结果具有综合而宽泛的特点。随着互联网、物流配送、网上支付等电子商务辅助环节的不断发展成熟,网络消费环境发生了巨大的变化,本文在近几年所公开发表的互联网发展状况统计报告的基础上,引用了层次分析法,针对新形势下虚拟环境中影响消费者购买决策的多项因素进行综合分析,总结出其主要影响因素,从而从营销的角度更有针对性的帮助企业了解网络消费者的需求。

The focal point of marketing,including network marketing is the understanding of consumers’needs.Lots scholars have studied and analyzed the factors affecting network consumption.However,because of the limitations on conditions of early network consumption,most studies cannot ignore the objective factors of consumption,which causes a majority of research results being integrated and broad.With the e-commerce supporting links such as,internet,distribution,online payment and ect.being more developed and mature,the network consumption environment has undergone tremendous changes.This paper,based on the published statistical reports on developing status of Internet in recent years,made a comprehensive analysis of various factors affecting consumer purchasing decisions in virtual environment by applying the analytic hierarchy process and summarized the main influencing factors to help enterprises understand the needs of the network consumer better.