关于网络营销消费者心理和行为分析

内 容 摘 要

本文主要以网络营销消费者心理和行为的若干研究为重点进行阐述，结合当下网络消费的现状为主要依据，从消费者的收入、年龄、性别、职业、教育程度、所处地域等方面进行深入探索与研究，其目的在于加强网络营销水平，为催动网络营销持续发展提供有力条件，促使我国社会经济平稳发展。

[关键词]：网络营销；消费者心理；消费者行为

目       录

网络消费者的类型··········································3

1.1个人消费者·············································3

1.2企业消费者·············································3

1.3政府消费者·············································4

网络营销与消费的现状······································4

2.1网络营销现状···········································4

2.2网络消费现状···········································5

3.网络营销消费者心理和行为分析·······························5

3.1从消费者层面分析········································5

3.1.1消费者收入············································5

3.1.2消费者年龄············································5

3.1.3消费者性别············································6

3.1.4消费者职业············································6

3.1.5消费者受教育程度······································6

3.1.6消费者所处区域········································6

3.2从店铺的层面分析········································7

3.2.1以文化为中心的行为模式································7

3.2.2消费者个性消费的回归··································7

3.2.3重视信息与价值的购买行为······························7

3.2.4重视技术的购买行为····································8

3.2.5追求绿色的生活方式····································8

3.2.6消费者追求发生改变····································8

3.2.7消费者主动性加强······································8

3.2.8追求购物便利的同时追求购物乐趣························9

结束语························································9