| In recent years, on line retailing is becoming more and more closer to people's lives, among the merchandises that we familiar with, cosmetics online retailing is accepted by more and more consumers. The writer experienced the development, improvement and some problems still existing in this retailing model, this thesis can offer theory guidance through analyzing the consumers' attitude model of online shopping.In this thesis, it introduced the concept and basic theory of online retailing, discussed the differences between online retailing and traditional retailing; it analyzed the advantages about online retailing.In the third part, it analyzed consumers' behavior; the writer put forward thecategories of online consumers and their different attitude to online retailing, whichcan supply theory reference to cosmetics online store finding target customers. Then itexplained online consumers' purchasing motivation, the characteristics of their needsand wants, the factors affecting their purchasing attitude, the whole part can make afoundation to discuss the development advice in the sixth part.In the fourth part, the thesis introduced the definition and characteristics of cosmetics, different kinds of online consumer and judgment, and then we can recognize the target consumers of cosmetics online retailing.In the fifth part, we found out the factors influencing consumers' online shopping and established consumers' attitude model of online shopping from the market survey and related data analysis, combining the characteristics and current situation of cosmetic field, On the basis of relevant theories of consumer behavior and through reading relevant documents about on line retailing.Any retail model serves consumers, so it is the essential to meet the desires and wants of consumers. After analyzing consumers' attitude model of online shopping, in the sixth part of paper, the writer made a summary on the current situation and existing problems about cosmetics online retailing in our Country. The writer also gave some advice on how to develop the cosmetics online retailing.In the research, the author attempts to combine online retailing model with cosmetic field, through analyzing the consumers' attitude model of online shopping, the wrier got the conclusions as follows: cosmetics online retailer should improve the quality of service and the system, make the buying online process fast, convenient and easy to use. At the same time, the cosmetics enterprises, online retailer and relevant government departments should adopt attainable measures according to the needs of online consumers and existing problems during developing, which can supply essential conditions to the sound development of cosmetics online retailing, Also it can offer a perfect thinking way and a concrete strategy help for the development of the online retailing in cosmetic field. |
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