电子商务中的消费心理浅析【摘要】电子商务的广泛应用改变了人们的生活形态。目前，网上购物已经成为现代大众的主流购物形式，各式各样的电商平台纷纷出现，人们的消费心理也发生了变动。因而，对电子商务发展环境下的消费者进行研究，调查其心理和消费行为具有非常重要意义。本文以电子商务中的消费者为研究对象，通过阐述电子商务现状和网络消费者特点，讨论现阶段电商消费者的消费心理，从促进和制约电子商务开展两方面的消费心理因素进行剖析，研讨电子商务企业的应对战略，以打破传统的营销方式，改造固有的营销策略，构建促进电子商务发展的经营策略。【关键词】电子商务；消费心理；心理策略注：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： 。Analysis of consumer psychology in E-commerce[Abstract]: The widespread application of e-commerce has changed people's life style. At present, online shopping has become the mainstream shopping form of the modern masses, various e-commerce platforms have appeared, and people's consumption psychology has also changed. Therefore, it is of great significance to study consumers under the development environment of e-commerce and investigate their psychology and consumption behavior.This article takes consumers in e-commerce as the research object, discusses the consumer psychology of e-commerce consumers at this stage by explaining the current status of e-commerce and the characteristics of online consumers, and analyzes the consumer psychology factors that promote and restrict e-commerce development Discuss the coping strategies of e-commerce companies to break the traditional marketing methods, transform the inherent marketing strategies, and build business strategies that promote the development of e-commerce.[Keywords] e-commerce; consumer psychology; psychological strategy目 录1 前言....................................................11.1 研究背景.................................
