电子商务环境下消费者个体特性与购物行为的差异性分析

通过对高校、企业、党政机关事业单位人员个体特征和网络购物行为调查结果显示,消费者个体特性,即不同年龄、性别、收入及网络经验对网络购物频率和金额存在显著性差异,是影响消费者购物行为的重要因素。主要特征是:月收入8000元以上、网络经验8年以上、年龄在31-35岁之间的消费者的网络购物频率及金额显著高于其他消费者;女性的网络购物频率和购物金额显著高于男性;教育水平在网络购物频率与金额上没有显著性差异。网络零售企业或个人网店,应依据不同性别、年龄、收入和网络经验等制定相应的需求营销策略,以进一步促进自身经营业务健康快速发展。

Analysis of Differentiation of Individual Features and Shopping Behaviors of Consumers Using E-commerce

A survey on individual features and on-line shopping of people working for colleges, enterprises and governments shows that individual features including age, sex, income, frequency of using the internet and online shopping and spending, are of essential elements that influence shopping behavior. It reveals that people aging from 31 to 35 with a salary of over 8000 yuan and more than eight years of online shopping enjoy higher frequency of on-line consumption and more spending than others, and so do females than males. However, education background has no clear impacts. Retailers and online shops should tailor marketing strategies to the targeted consumers in accordance with their age, sex, income, and using of the internet to grow a healthy and robust business.