电商购物节中消费者购买行为研究【摘要】本文是基于电商购物节中电商促销和消费者网购行为的特征，从消费者参与全过程的角度出发，研究了消费者积极参与电商购物节的意愿和动机，同时其所引发的购买行为、购买评价、购买认知和未来持续参与意愿的种种关系，进一步去揭示电商购物节之下的消费者未来的走向和发展。本文的主要贡献在于：本文以电商购物节中消费者的购买行为为基调，探究消费者的购买的全过程，以此来给消费者一些购买的意见和给电商企业提高运营手段和营销策略提供相关的建议。【关键词】 电商购物，购买行为，购买评价，购买认知注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Research on consumer's purchase behavior in e-commerce shopping festival[Abstract]Based on the characteristics of e-commerce promotion and online shopping behavior in e-commerce shopping festivals, this paper studies the willingness and motivation of consumers to actively participate in e-commerce shopping festivals from the perspective of the whole process of consumers' participation, and at the same time, the relationships among the purchase behavior, purchase evaluation, purchase cognition and the willingness to participate continuously in the future. To further reveal the future trend and development of consumers under the e-commerce shopping festival.The main contribution of this paper is: This paper takes the purchase behavior of consumers in the e-commerce shopping festival as the keynote to explore the whole process of consumers' purchase, so as to give consumers some purchase opinions and provide relevant suggestions for e-commerce enterprises to improve operation means and marketing strategies.[Keywords] e-commerce shopping festival purchase behavior purchase evaluation purchase cognition目 录第 1 章 绪论...............................................11.1 研究背景...............................................
