移动网络时代消费者购物行为的影响因素

Factors Influencing Consumer Shopping Behavior in Mobile Internet Age

随着网络购物消费者数量井喷式增长,消费者需求个性化,媒体接触多样化和时间利用碎片化等特征的日益突出。消费者的购物行为模式发生了深刻的变化。本文在构建消费者行为过程影响因素模式的基础上,通过调查问卷的方式,选取山西省十一个地区四十个城市中的300名消费者进行调查研究,从产品因素、网络平台因素、社会因素、个人因素和心理因素五个方面进行分析,提出了互动营销、体验式营销、微营销三种营销策略,以适应当前消费者的购物习惯。

With the blowout growth of the network shopping, the characteristics of personalized consumer demand, diversified media contact and time use of fragmentation be come more promineat, the characteristics of consumers are increasingly prominent. Profound changes have taken place in consumer shopping behavior patterns. Based on building the process factors affecting the consumer behavior model and through questionnaire, this paper selects 300 consumers in 11 districts from 40 cities in Shanxi Province as investigation. Through the analysis of these five aspects as follow, the product, the network platform, social factors, personal factors and psychological factors, then it puts forward three kinds of marketing strategy, such as the interactive marketing, experiential marketing and micro marketing, to adapt to the current consumer shopping habits.