信息技术条件下的消费者行为特征

Study on the Characteristics for Consumers' Behaviors under the Condition of Information Technology

信息技术的发展使网上交易成为可能。但是 ,人们在关注网上商店的环境设计、信息结构设计、经营品种选择和经营规模扩大的同时 ,却忽视了一个重要的因素———在信息技术条件下消费者行为特征的改变。由于不能根据消费者网上购物行为的变化而制定相应的网上营销策略 ,因此 ,虽然网上店铺开张很多 ,但交易额并不大。本文从网上交易的环境分析入手 ,探讨在信息技术条件下网上交易的基本模式和消费者信息活动模式 ,分析Inter net对消费者行为的影响 。

The development of information technology has made shopping online possible.But while we are focusing ourselves on the environment design,plan for the information structures and items or business scales, another very important factor has been ignored, that is the changes of the characteristics for consumers' behaviors under the condition of information technology.Because we are not able to make the exact online marketing strategy,according to the changes of consumers' behaviors,although many online shops have been opened,we are not able to get big sales.This article emphasizes the analysis of the environment for online transactions,try to investigate the basic modes for information movement and online shopping of those consumers who are under the condition of information technology, study the influence to consumers brought by Internet,the shopping styles and their characteristics.