网上零售行业的消费者行为研究中文摘要本文通过调查分析和互联网调查研究对中国网络零售发展现状、我国网上零售行业消费者的行为进行了一定的分析和研究提出了网上零售行业消费者行为购物模型最后根据前面的研究提出了一些促进企业网络营销的策略建议：加强品牌宣传建设、加强网络搜索引擎营销、加强口碑宣传、增加正面口碑等。关键词：互联网；零售行业；消费者行为AbstractInthispaper,throughtheinvestigationandanalysisandInternetsurveyresearchonChina'snetworkofretaildevelopmentpresentsituation,China'sonlineretailindustryconsumerbehaviorwereanalyzedandstudiedtheonlineretailindustryconsumershoppingmodelatlastaccordingtothestudyputsforwardsomepromotionofenterprises'networkmarketingstrategyrecommendations:tostrengthenbrandawareness,strengthentheconstructionofnetworksearchenginestrengthenmarketing,word-of-mouthpublicity,theincreaseofpositivereputation.Keywords:Internet;retailtrade;consumerbehavior目录1、引言............................................................................................................................................32、相关理论综述............................................................................................................................32.1网络零售定义.....................................................................................................................32.2国内外研究现状.................................................................................................................32.2.1国内研究现状分析..................................................................................................32.2.2国外研究现状分析..................................................................................................43、网络零售业消费者行为研究分析.............................................................................................53.1中国网络零售发展现状.....................................................................................................53.1.1网络零售市场交易规模..........................................................................................53.1.2网络零售企业规模..................................................................................................53.1.3网络零售企业市场占有率......................................................................................63.1.4网络零售用户规模..................................................................................................63.2我国网上零售行业消费者的行为分析.............................................................................63.2.1零售网站品牌的被认知渠道..................................................................................63.2.2商品浏览方式..........................................................................................................73.2.3网购金额和次数......................................................................................................93.2.4网购用户支付方式..................................................................................................93.2.5网购用户分享方式................................................................................................103.3消费者行为的最后阶段——顾客满意度.......................................................................103.3.1影响网购整体满意度的因素................................................................................103.3.2...
