顾客网络购买行为分析摘要网络购物作为一种新型消费模式在2010年如雨后春笋般出现，迅速在全球引起消费“”热潮，国内在半年时间里形成了千团大战的局面，但是网络购物在国内外发展还是相对不稳定，经营不够规范。通过本文的研究，能够为用户行为研究和网络购物分析提供理论支持；提高用户在网购购物中的主动权和议价能力，更好消费；网购网站能够更深入地了解用户心理，提高服务、商品和网站质量，更好地良性运营，同时增加经济收益，在激烈的竞争中提高自身核心竞争力，进一步推测未来网络购物的发展前景。本文首先分析了网络购物的行为特点，第二部分就网购消费者消费行为进行了分析，重点介绍了网购消费者行为的影响因素，第三部分从国家法律层面、消费者权益、网络技术、厂家四方面分析了现阶段影响我国网上零售业发展的因素，第四部分针对出现的问题，提出了相应的解决措施和建议，以期对我国网络零售业的发展有一定的理论和现实指导意义。关键词：网购；消费者行为；发展；策略CustomernetworkpurchasebehavioranalysisABSTRACTOnlineshoppingasanewconsumptionpatternsprangupin2010,rapidlyintheglobalconsumptionboom,domesticinhalfayearhasformedthesituationinwhich"thousandregimentwar",butthenetworkshoppingdevelopmentbothathomeandabroadisstillrelativelyunstable,operationspecification.Throughthestudyofthisarticle,toprovidetheoreticalsupportuserbehaviorresearchandtheanalysisofthenetworkshopping;Toimproveusersinonlineshoppingintheinitiativeandbargainingpower,betterconsumption;E-commercewebsitestoadeeperunderstandingoftheuserpsychology,improvethequalityofservice,productandwebsite,betterbenignoperation,increasetheeconomicbenefitsatthesametime,inthefiercecompetitiontoimprovetheircorecompetitiveness,andfurtherspeculatedthatthefutureprospectsofthedevelopmentofonlineshopping.Thisarticlefirstanalyzesthebehaviorcharacteristicsofthenetworkshopping,thesecondpartisthebehaviorofonlineconsumerspendingintheanalysis,mainlyintroducedtheinfluencefactorsofonlineconsumerbehaviour,thethirdpartfromtheaspectofnationallaw,consumerrightsandinterests,thenetworktechnology,thefactoryfouraspectsanalyzesthefactorsaffectingthedevelopmentofonlineretailinginourcountryatpresentstage,thefourthpartinviewoftheproblems,putsforwardthecorrespondingsolutionsandSuggestions,inordertothedevelopmentofChina'sonlineretailindustryhasacertaintheoreticalandpracticalsignificance.Keywords:Onlineshopping;Consumerbehavior;Development;Strategy目录摘要......................................................................I1引言......................................................................12淘宝网购消费者消费行为特点................................................22.1聚集性...............................................................22.2推广性...............................................................22.3主动性...............................................................23淘宝网购消费者消费行为分析................................................33.1网购的优势...........................................................33.1.1网络技术及规则的完善，商品品质得到保障.........................33.1.2物美价廉是网购发展的重要原因之一...............................33.1.3网购货量大，优于传统销售方式...................................33.1.4满足个性化需求.................................................33.2淘宝网购消费者行为影响因素分析.......................................33.2.1网站视觉形象对消费者的影响.....................................33.2.2便于比较选择.................................................
