移动电子商务背景下网络消费行为的变化趋势研究

Research on Variation Trend of Online Consumption Behavior in the Backgroundof Mobile Electronic Commerce

近年来,移动电子商务飞速发展逐渐成为网络购物的主要形态,影响并改变着消费者的生活习惯和购物行为。利用AIDA模型对网络购物行为进行分析,能够找出消费者在购物中注意力唤醒、信息收集、购物渠道选择等多个环节的变化趋势,从而指导电子商务从业人员更好开展营销活动,推动行业的进一步发展。

In recent years,the rapid development of mobile electronic commerce is becoming the main type of hopping online and it affected and changed the living habit and shopping behavior of consumers.Analysis on the shopping behavior with the AIDA model is able to find out the variation trend of consumer in the shopping such as awakening the attention,information collection,selection of shopping channels and so on.Thus,the people engaged in electronic commerce can benefit from it for guiding them carrying out better marketing activities and promoting the further development of the trade.