电子商务环境下基于消费者价值的行为决策研究

文章通过对电子商务环境下消费者行为决策过程的分析,建立了消费者行为决策理论模型,并从购前、购中、购后三个消费阶段分析影响消费者决策的主要因素。本文在定性分析的基础上,对消费者价值内涵给予数学定义,建立了基于消费者价值的行为决策模型,并对模型进行优化求解。文章重点研究了产品价格、质量、信息、时间等因素对消费者价值的影响,为电子商务环境下消费者行为决策分析提供了理论依据,并对于指导电子商务实践具有一定的现实意义。

A Study of Value-based Consumer Behavior under E-business Environment

Based on the analysis of the decision-making process of consumer behavior in e-commerce environment,a theoretical model of consumer behavior decision in the process of consuming is established.This paper respectively discusses the key influencing factors affecting consumer in the stages of pre-purchase,purchasing and post-purchase.On the foundation of qualitative analysis,the consumer value is analyzed with quantities methodology,which builds up the model of value-based consumer behavior.Finally it optimizes the model.This model focuses on consumer behavior under the influence of product price,quality,information,time,etc,and provides a theoretical basis to the analysis of consumer behavior decision in the e-commerce environment,and has certain practical significance for guiding practice of e-commerce.