基于电子商务环境的消费者行为研究及对策建议  

Study on the consumer behavior and countermeasures under the environment of e-commerce

作　　者：徐雨悦 刘剑[1] 顾佳丽 Xu Yuyue;Liu Jian;Gu Jiali(School of Business JIT,Nanjing,Jiangsu,211169)

机构地区：[1]金陵科技学院商学院,江苏南京211169

出　　处：《市场周刊》2023年第4期102-105,共4页Market Weekly

基　　金：金陵科技学院教育教改研究课题“市场营销专业开展课程思政建设研究”(项目编号:KCSZ2019-1)。

摘　　要：随着电子商务行业的快速发展,网络购物已经成为人们购物的主要方式之一。基于此,从电子商务模式影响消费者行为的角度出发,分析电子商务环境下消费者行为特征,并提出相应对策,以此为促进电子商务行业健康稳定发展提供一定参考:充分发挥互联网技术作用,拓宽消费者选择渠道;满足消费者的个性化需求,提高消费者的满意度;运用多种方法增强信任度,激发消费者的购买欲;增强买卖双方的互动交流,加强消费者购买意愿。With the rapid development of e-commerce industry,online shopping has become one of the main ways for people to shop.Based on this,from the perspective of the influence of e-commerce mode on consumer behavior,this paper analyzes the characteristics of consumer behavior under the e-commerce environment,and puts forward corresponding countermeasures,in order to promote the healthy and stable development of e-commerce industry to provide certain reference:give full play to the role of Internet technology,expand the choice channels of consumers;meet the individual needs of consumers,enhance consumer satisfaction;use a variety of methods to enhance trust,stimulate consumers􀆳desire to buy;enhance the interaction between buyers and sellers and strengthen consumers􀆳willingness to buy.

关 键 词：电子商务 消费者行为 对策建议 

分 类 号：F713.365[经济管理—产业经济]