移动互联网时代消费者行为研究——从霍金斯模型视角解读天猫“双十一”购物节

Research on Consumer Behavior in the Era of Mobile Internet:Interpretation of T mall’s Shopping Carnival from the Perspective ofHawkin’s model

截至2019年,我国互联网普及率超过六成,移动互联网使用持续深化;网络购物用户规模达6.39亿,占网民整体的74.8%。随着互联网和移动互联网以惊人的速度全面渗透人类社会,数字化消费者这一崭新的概念逐步占据人们的生活。移动互联网时代的数字化消费者呈现出不同于以往消费者的特征,本文将霍金斯模型作为理论基础,以天猫“双十一”购物狂欢节为例,研究当下的数字化消费者行为的特征、未来的发展趋势。

China's Internet penetration rate has exceeded 60%with increasing use of mobile Internet,and the number of online shopping users has reached 639 million,accounting for 74.8%of the total Internet users up to the year 2019.The new concept of digital consumers has gradually occupied people's life with the rapid penetration of Internet and mobile Internet into human society.In the era of mobile Internet,the digital consumers present characteristics different from those of the previous consumers.Such characteristics of the current digital consumer behavior and the future development trend are studied in this paper in the hope of putting forward marketing suggestions for enterprises in the Internet era,with Hawkin’s model as the theoretical basis and Tmall's"Double 11"Shopping Carnival as an example.