基于大道模型的消费者网购决策研究

Analysis of consumer's online shopping decision-making with Avenue model

以Decorate Research报告中中国网络消费交易情况统计调查报告为依托,对其中327家销售服饰的网络店铺相关数据进行挑选整理作为本研究的数据来源。以大数据为背景,基于消费者购买决策过程角度运用大道模型对消费者买前、买中、买后的9种影响因素作用程度进行统计分析,研究发现:在买前阶段,商品价格和商品个性化是消费者比较注重的问题;在买中阶段,消费者更看重物流配送问题;在买后阶段,消费者比较注重商家的售后服务。

On the basis of the survey report of China＇s online consumption transaction in Decorate Research report, the data of 327 online shops of clothing sales were selected and arranged as the data source of this study. Based on the background of big data, the Avenue model is used to conduct statistical analysis of the nine influencing factors before and after buying and buying. The results show that： in the pre purchase stage, the price of goods and personalized goods are the issues that consumers pay more attention to; In the purchase phase, consumers pay more attention to the logistics distribution problem; In the post purchase stage, consumers pay more attention to after-sales service.