网络营销模式对消费者的影响研究毕业设计_计算机程序设计_计算机设计辅导_计算机设计代做_java_安卓_小程序_springboot

网络营销模式对消费者的影响研究

摘要：随着网络的不断发展和进步，现在网络购物越来越方便。越来越多的企业或商家开始进行网络销售，网络销售模式多种多样。但是，由于我国网络营销发展较晚，目前还存在着很多方面的问题，这些问题的存在对消费者网络购物行为产生了很大影响。本文以网络营销和消费者购买行为的相关理论为基础，从产品信用缺失、售后服务无法保障、网络营销安全性、物流配送不及时、信息化建设等五个方面分析了网络消费模式所存在的问题对消费者的影响，并进一步从加快信息化基础设施建设、建立网络安全体系、完善物流配送体系、完善社会信用体系、加强产品售后服务等五个方面给出了网络营销进一步发展的对策。

关键词：网络营销，消费者，购买动机，影响因素

Abstract：With the continuous development and progress, and now online shopping more convenient, new way to buy an endless stream. More and more enterprises or business network sales, a variety of network sales model. However, due to the late development of network marketing in China, there are many aspects of these problems had a significant impact on consumer online shopping behavior. Based on the theory of network marketing and consumer buying behavior, from the lack of credit product, service can not be guaranteed, network marketing, security, logistics and distribution in a timely manner, the five aspects of information technology and other network consumption patterns that exist the problem is the impact on consumers, and further speed up the information technology infrastructure, the establishment of a network security system, improve logistics and distribution system, improve the social credit system, the five aspects of the product after-sales service measures for further development of network marketing.

Key words: The network marketing; Consumer; Purchasing motivation; Influence factors

1绪论………………………………………………………….. 1

1.1研究背景及意义…………………………………………….. 1

1.2国内外研究现状…………………………………………….. 2

2网络营销及消费者购买行为概述…………………………………….. 2

2.1网络营销的概念…………………………………………….. 2

2.2网络营销的主要模式…………………………………………. 3

2.3消费者网上购买动机分析……………………………………… 4

3网络营销模式存在的问题对消费者的影响……………………………… 5

3.1 产品信用缺失对消费者的影响…………………………………. 5

3.2售后服务无法保证对消费者的影响………………………………. 5

3.3网络营销缺乏安全性对消费者的影响…………………………….. 5