网络营销因素对消费者购买意愿的影响探论  

Research of the Influence of Online Marketing Strategies on Consumer Purchase Intention

作　　者：李嘉乐 LI Jiale(College of Digital Business,Kaifeng University,Kaifeng 475004,Henan)

机构地区：[1]开封大学数字经贸学院,河南开封475004

出　　处：《开封大学学报》2024年第4期32-35,共4页Journal of Kaifeng University

摘　　要：在网络购物已成为消费主流的今天,分析影响网络消费者购买意愿的因素,利用网络技术开展网络营销已成为企业关注的焦点。问卷调查和访谈结果表明,影响消费者网上购物意愿最关键的因素是网络营销策略中的商品因素和网络信息传播因素,另外还有消费者自身心理因素、社会与文化因素等,它们相互作用,共同影响着消费者的购买决策和购买行为。In today’s world where online shopping has become the mainstream of consumption,analyzing the influencing factors of online consumers'purchase intention and using online marketing technology to carry out online marketing have become the focus of attention for enterprises.The results of the questionnaire survey and interviews indicate that the most critical factors affecting consumers’willingness to shop online are the product factors and network information dissemination factors in online marketing strategies,as well as consumer factors themselves.In addition,the psychological factors of friends,social and cultural factors interact and jointly influence consumers’purchasing decisions and behaviors.

关 键 词：网络营销 消费者购买意愿 策略分析 

分 类 号：F426.86[经济管理—产业经济]