电子商务时代网络体育消费研究  

Network Consumers' Purchase Decision in Electronic Commerce Times

作　　者：陆丹华[1] 

机构地区：[1]南通大学体育科学学院,江苏南通226007

出　　处：《学术探索》2012年第12期74-76,共3页Academic Exploration

摘　　要：本文通过对体育电子商务的现状、电子商务对体育消费行为产生的影响、体育消费者在电子商务时代购买行为影响因素、体育消费者的消费行为动机以及体育消费者购买行为过程进行阐述和分析,最后提出了电子商务时代针对网络体育消费者的营销策略。Along with the rapid development of the computer and Internet technology, electronic commerce develops rapidly, and more and more customers begin to buy sports supplies on line. This article, based on the analysis of the present situation of electronic business, the impact of e -commerce on sports consumption behavior, the consumption motivation of sports consumers and the purchasing process of sports consumers, puts forward the selling strategies of e - commerce focusing on network sports consumers＇ behavior,involving publishing creative and eye -catching advertisement in the website, providing convenient and eco-nomical service through online value - added services for consumers, giving full play of the function of the Internet community, and strengthening the market research to improve the goods sales in the era of e - commerce network sports.

关 键 词：电子商务 网络 体育消费者 购买决策 

分 类 号：F126.1[经济管理—世界经济]