网络消费者购买行为的影响因素研究

在电子商务企业与消费者之间的沟通上,不管是认知沟通还是体验沟通,互动程度都大幅提升。以淘宝网的消费族群为研究对象,通过问卷调查分析信任、承诺、口碑、品牌形象对消费者购买意愿的影响。基于分析结果,企业应着重激发消费者的认知沟通与体验沟通,改善网站设计的品质而给予顾客更好的互动经验,提升其对网站的满意,强化消费者的信任与认同,从而提高消费者的购买意愿。

Research on Influence Factors of Online Consumer Purchasing Behavior

Communication between e-commerce businesses and consumers,whether it is cognitive communication or experience communication,the level of interaction enhance significantly.Taobao.com consumer groups as the research object,through a questionnaire survey analysis influence on consumer purchase intention from trust,commitment,reputation,brand image.Based on the analysis results,the enterprise should emphasize stimulate consumers' cognitive communication and experience communication,improve the website design quality and give customers a better interactive experience to enhance there satisfaction,strengthen the consumers' trust and recognition,so as to enhance the consumers' purchase intention.