B2C电子商务环境下的大学生消费者行为研究

Abstract With the development of social science and technology as well as rapid growth of national economy, online shopping has become a new trend of consumption. With such a good momentum, more and more entrants have been attracted. As a result, there has remained a fierce competition among all the participants. B2C e-commerce provides the costumers with abundant information of goods and lower the budget of expenditure. It breaks the obstacles of time and space, providing the costumers an easy way of communication and tracing the digital information of goods. Meanwhile, an important conception “ consumer behavior” has been paid special attention by many companies for it is an influential factor in the process of E-commerce.26265
This paper conducted a survey on the students in Normal University about their consumption on B2C e-commerce websites so as to figure out the characteristics and influential factors of consumer behaviors, which will help to draft some marketable strategies and to promote sales.
This paper is pided into five parts. The first part is the introduction of the current situation of E-commerce. The second part surveys some previous research to establish a theoretical framework from home and abroad within which the research is conducted. In the third part, a detailed description of ways will be described. In the forth part, some important data will be presented to you. According the results, a discussion is needed to draw some conclusion. The fifth part is about limitation of the paper and recommendations for future research.
Key Words: consumer behavior     influential factor      marketable strategy            _
摘要随着经济科技实力的增长，网购成为消费的一大趋势。这样的大环境也吸引了越来越多的企业参与进来，同时也大大加剧了他们之间的竞争。B2C电子商务不仅有丰富的商品信息，较低的成本预算，而且突破时空界限，与全世界消费者沟通，实时为消费者提供数字化信息追踪。在电子商务发展过程中，作为影响消费者消费主要因素“消费者行为”这一概念引起了企业的充分关注。
本文以大学的大学生为研究对象，调查研究消费者行为的特征、影响消费者消费决策的各类因素，从而制定出有助于企业制定适销对路的营销计划和营销策略，提高电子商务营销的销售业绩。
本文主要分为五个部分。第一部分对当前电子商务环境作一个简单的介绍。第二部分通过对国内外文献资料的分析和总结确定本研究的框架。第三部分详细介绍了本文研究方法和对象。第四部分通过数据的分析，得出结论。第五部分为结语部分。
毕业论文关键词：消费者行为消费者行为特征消费者行为影响因素    营销策略
Contents
Abstract.i
摘要ii
Chapter One Introduction.1
1.1. Background Information.1
1.2. Structure2
Chapter Two Literature Review. .3
2.1. Consumption and Consumer Behavior.3
2.2. Features and Factors of Consumer Behavior3
Chapter Three The Research Methods.6
3.1. Approach of Investigation.6
3.2. Subjects.6
3.3. Instruments6
3.4. Processes.7
3.5. Data Analysis7
Chapter Four Result and Discussion9
4.1. Characteristics of Consumer Behavior on B2C E-commerce Environment.9
    4.1.1. Diversity.9
    4.1.2. Complexity.10
    4.1.3. Inducibility.11
        4.1.4. Changes in Process of Consumption12
4.2.Influential Factors of Consumer Behavior on B2C E-commerce   _______Environment.13
        4.2.1. Living Condition13 B2C电子商务环境下的大学生消费者行为研究:http://www.751com.cn/yingyu/lunwen_20382.html