Study Of Network Consumer's Psychology And Behavior

With the coming of Internet time, consumers can get information freely and quickly and E-commerce accelerate the course of network consumption, so in order to obtain the benefit from internet market, network enterprises and sellers must study on-line marketing and analyze network consumers' consumption psychology and behavior. Network consumer is a new kind of consumption group and is different from the traditional consumer. If network enterprises and sellers want to make their activities of on-line marketing be successful, they must do their best to offer reliable data and evidence for analysis and decision-making through finding out network consumer's characteristics and analyzing network consumer's consumption psychological motivation. This thesis main discuss consumption psychology and behavior in network environment.First, at the point of consumer, this thesis analyze network consumer's psychological characteristics,behavioral characteristics,shopping demand,shopping motivation,perceived price and perceived risk. Second, from the aspect of operator, this thesis analyze how consumer's psychology and behavior influence on-line marketing and discuss psychological advantage and disadvantage that the network operators have, and ,after that, study marketing strategy that the network operators adopt about consumer's psychology and behavior. Third, this thesis study the personalized recommendation which become more and more important in the course of on-line marketing and then put forward a solution about how to improve the effect of recommendation with using research of consumer's psychology and behavior. Last, based on the study of network consumption psychology and behavior,on-line marketing and personalized recommendation, this thesis bring forward personal innovative viewpoint.