文档介绍：题目:女性消费者网络购物的动因及障碍因素分析
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摘要
网络购物的崛起及其强劲的发展势头使我们无法忽略它对整个社会经济发展的作用,而在网络购物迅速发展的背后消费者行为的变化更是我们关注的一个重要问题,有人将21世纪称为“她世纪”,以女性消费者作为目标顾客群或营销对象已成为商家的共识。随着电子商务的进一步发展,如此众多高消费力的女性网民已经形成了一个潜力极大的网络消费市场。
本论文对有关消费者网络购物的研究文献进行了综述。分析了网络市场的特点,从网络消费者的特点和购物影响因素出发,阐述了目前网络市场的消费者状况和影响他们进行网上购物的普遍因素,既而引出了女性消费者独特的消费心理和消费行为。论文在研究中构建了模型,通过问卷的调查和个别访谈得出了一些女性消费者网络购物的动因和障碍因素,并从产品策略、价格策略、渠道策略、促销策略四方面提出积极的对策。
通过研究,得出以下结论:影响女性网络购物的动因有:价格便宜,产品及相关信息丰富,购物方便,不想落伍,从众心理;影响女性网络购物的障碍有:安全得不到保障,商家信用得不到保障,产品信息不可靠,缺少购物感受。
关键词:女性消费网络购物动因障碍
Title The Motive and Obstacles Factors Analysis of Female
Consumers Shopping
Abstract
The rise of shopping and its strong momentum of development so that we can not ignore its role in the socio-economic development, and in the work behind the rapid development of the changes in consumer behavior is of concern to us an important issue, some people will be the 21st century Referred to as "her Century", female consumers as the target customers or marketing businesses have e targets of the consensus. With the further development of merce, high consumption of so many female users has e a great potential of the consumer market.
This paper reviewers about the study of consumer work literature. Analysis of the characteristics of work market, from the characteristics work consumers and shopping factors, reviewing the state of the current consumer market, then leading to the female consumers unique consumer Psychology and consumer behavior. Constructing model in papers, through questionnaires the survey and individual interviews with a number of female consumers about the motive and obstacles factors of shopping, and from four respects that product strategy, pricing strategy, channel strategy, marketing strategy proposing positive countermeasures. This helps online retailers to market segments, then developing targeted marketing strategies and adopting corresponding marketing tool, and has a practical significance also to promote the