“90后”网络消费行为实证调查及对策研究
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摘要
随着信息技术的高速发展,网络消费这种独特的消费方式已然是大势所趋,"90后"作为信息时代的先驱,必将成为网络消费的主宰。调查显示:"90后"网络消费行为存在求便捷、求实惠、崇尚自由的三种购买动机;受到个体的网购经历、职业及收入的内在影响;受到购买决策中的网购需求、收集信息渠道等影响。依据调研分析结果,分别在"90后"自身层面、"90后"家庭层面、企业层面给予建议,旨在为"90后"树立正确网络消费观,使其消费更加理性。
With the rapid development of information technology, the unique consumption mode of network consumption has become the trend of the times. As the pioneer of the information age, the "post-90s" generation will certainly become the dominant one of network consumption. Through the investigation of the online consumption behavior of the "post-90s", the author draws the following conclusions:there are three kinds of purchasing motives for the online consumption behavior of the "post-90s":seeking convenience, seeking material benefits and advocating freedom; Influenced by the individual's online shopping experience, occupation and income; It is influenced by online shopping needs and information collection channels in purchasing decisions. According to the results of the survey and analysis,Suggestions are given at the level of "post-90s" themselves, the level of "post-90s" families and the level of enterprises, aiming at establishing a correct view of online consumption and rational online consumption for"post-90s".
With the rapid development of information technology, the unique consumption mode of network consumption has become the trend of the times. As the pioneer of the information age, the "post-90s" generation will certainly become the dominant one of network consumption. Through the investigation of the online consumption behavior of the "post-90s", the author draws the following conclusions:there are three kinds of purchasing motives for the online consumption behavior of the "post-90s":seeking convenience, seeking material benefits and advocating freedom; Influenced by the individual's online shopping experience, occupation and income; It is influenced by online shopping needs and information collection channels in purchasing decisions. According to the results of the survey and analysis,Suggestions are given at the level of "post-90s" themselves, the level of "post-90s" families and the level of enterprises, aiming at establishing a correct view of online consumption and rational online consumption for"post-90s".
引文
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[3]刘美芬.浅析经济全球化中的体验营销[J].经济师,2015(9):182-183.
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[7]朱逸.关系嵌入:网络社会中的消费行为刍议[J].北京社会科学,2015(1):79-88.
[8]刘丽华.虚拟市场与消费者网络购买流程研究[J].商场现代化,2008(10):69-70.
[9]廖卫红.移动互联网环境下消费者行为研究[J].科技管理研究,2013(14):179-183.
[10]熊卫丽.中国“90后”消费心理与消费行为的调查与分析——对商家营销策略的思考[EB/OL].(2017-09-13)[2019-01-10].https://wenku.baidu.com/view/2537b6392379168884868762caaedd3382c4b55e.html.
[11]刘新燕,陈志浩.大学生网络购物行为调查[J].中南财经政法大学学报,2015(1):83-88.
[12]王战平,刘佳璐.从消费者动机看网络营销[J].科技进步与对策,2015(7):172-174.
[2]倪清燃,张根荣.网络消费者购买行为分析[J].经济师,2018(2):53-54.
[3]刘美芬.浅析经济全球化中的体验营销[J].经济师,2015(9):182-183.
[4]崔岩,蒋乐梅.网络购物的前景分析[J].沿海企业与科技,2015(4):148-149.
[5]Hoffman D L,Novak T P.Marketing in Hypermedia Computer-mediated Environments:Conceptual Foundations[J]. The Journal of Marketing,1996:50-68.
[6]Gefen D. E-commerce:the Role of Familiarity and Trust[J].O-mega,2000,28(6):725-737.
[7]朱逸.关系嵌入:网络社会中的消费行为刍议[J].北京社会科学,2015(1):79-88.
[8]刘丽华.虚拟市场与消费者网络购买流程研究[J].商场现代化,2008(10):69-70.
[9]廖卫红.移动互联网环境下消费者行为研究[J].科技管理研究,2013(14):179-183.
[10]熊卫丽.中国“90后”消费心理与消费行为的调查与分析——对商家营销策略的思考[EB/OL].(2017-09-13)[2019-01-10].https://wenku.baidu.com/view/2537b6392379168884868762caaedd3382c4b55e.html.
[11]刘新燕,陈志浩.大学生网络购物行为调查[J].中南财经政法大学学报,2015(1):83-88.
[12]王战平,刘佳璐.从消费者动机看网络营销[J].科技进步与对策,2015(7):172-174.