中国网络消费者行为特征  

Characteristics of Online Consumer Behaviors

作　　者：陈梅梅[1] 董平军[1] 

机构地区：[1]东华大学旭日工商管理学院,上海市200051

出　　处：《中国流通经济》2017年第2期80-85,共6页China Business and Market

基　　金：国家社会科学基金项目"中国特色的网络消费调查研究"(10BGL027)

摘　　要：基于与淘宝网合作进行的面向全国网络消费者的调查数据,依据消费决策过程理论模型,对比分析我国网络消费者基本属性及购买行为特征发现,我国网络消费者主要关注产品功能、规格和价格,且商品价格承受能力与性别、年龄存在明显关系;商品和服务质量是影响消费者重复购买最主要的因素,其他因素的影响存在较大的年龄差异;服装/配饰是目前最畅销的品类,而未来IT/数码/通信、文化/娱乐/服务、化妆及护理用品有可能成为排名前三的品类;网友评价、朋友推荐、排行榜热销名单对引发网络消费者对商品的关注具有非常重要的影响。为更好地提高网络商家在线经营效果,在线商品定价应尽可能做到价格实惠、商品实用,并尽量考虑高价商品消费群体需求;网络商家运营应努力提高自身综合服务质量,全面打消理智型消费者顾虑,提升高端用户占比,重视物流配送服务;在线商品既要迎合主流群体口味,也要挖掘不同群体潜在需求,重视中高端用户需求;网络促销手段既要注重口碑信息的作用,有效管理在线评论等,也要根据消费者浏览记录加以推荐,提高个性化服务水平,重视购买频率高的主力消费者的需求。According to the statistical analysis on national online consumers and the EKB model,the authors carry out a comparative analysis on Chinese online consumers' basic nature and the characteristics of their behaviors. It is found that,first,Chinese online consumers pay more attention to the function,specification and price of products,and there is obvious relation between online consumers' affordability and their gender and age;second,commodity and service quality is the important main factor that have impact on consumers' repeat purchasing,and other factors will have different impacts on consumers in different age;third,apparel and accessory is the best-selling at present,but in the future,IT,culture and make-ups will be the first three best- sellings;and fourth,online evaluation,friends' recommendation and online ranking list will have important impacts on online consumers' attention. To better improve online operation,first,the pricing strategy should be focused on cost performance,and the high-end consumers' requirement of high price commodity;second,online businesses should do their best to improve their comprehensive service quality,dispel rational consumers' misgivings,increase the percentage of high-end consumers,and pay more attention to logistic service;and third,online promotion should be focus on the role of public praise,effectively manage online evaluation,and improve the level of individualized service and the requirement of consumers with high purchase frequency.

关 键 词：网络消费者 行为偏好 消费决策 营销决策 

分 类 号：F713.55[经济管理—市场营销]