国贸经济管理类毕业论文-电子商务环境下的消费者行为探析与应用

?CR4WFJ0JA1 ?gCBoc|HfUoakkgy5 yo4)+4Bok+ygy#4%KzN5kG-kHfg9nkkg4;,)sBGk+Kyg4zeGkS+ooe-+zycU4,B+Rze+yg4%yJoKKdBL g nHf?CR4WFJ0JA2AbstractThe study of the characteristics and origin of the consumers performanceis the presupposition of the enterprise taking effective marketing strategies. Inthe Electronic Commerce, the consumers performance and psychology havecompletely new content and manner. First, the paper analyzes the presentsituation of this subject home and abroad, and explains the concepts anddefinitions of Electronic Commerce and the consumers performance. Second,according to the three sectors of Internet shopping, the paper analyzes the newcharacteristics of the consumers performance in the Internet marketing, whichis different from the traditional shopping. When analyzing the originality, thepaper conducts the original analysis about individual factors and environmentalfactors supported by part of the data from the 19th survey report by ChineseInternet Information Center Based on the above original analysis, the authorsuggests the relative measures to construct external atmosphere in view of thethree sectors of pre-shopping, mid-shopping, and after-shopping. Last, theauthor draws a conclusion about the analysis and view points and makes someproposals. Key Words Electronic Commerce; Analysis of Consumers Behavior;Trust Degree; Traditional Marketing?CR4WFJ0JA3- 1 E0 .41.1 .D06?y . 41.2 .D0#-, . 51.3K=C . 52 +ev);,#Ci65|j(& .52.1 +ev);,#Ci65|jF . 62.1.1 +ev,y6 . 62.1.2 #Ci65|j,y6 . 62.2 +ev);#Ci65|j,(& . 72.2.1 C7Lf!#Ci65|j,(& . 72.2.2 C|j+OLf!#Ci65|j,(& . 82.2.3 CALf!#Ci65|j,(& . 83 +ev);#Ci65|j(&,i$6 .93.1 Z3P)#Ci65|j(&, . 93.2 )3P)#Ci65|j(&, . 124 i#Ci65|j(&+ev,&*A .134.1 1J+ev . 134.1.1 J)C7,51,*A . 134.1.2 J)CC)8,G= . 144.2 o+ev . 155 k5K .165.1 k5 . 165.2 K . 1769)d .188* BX .19?CR4WFJ0JA4+ev);,#Ci65|j+X1 E01.1 .D06?yL-pA1j,55:UK0V,Qx,+ev,CC,G?6?jf4-+ev+X,+&NFX+ev+X,G?W4+evJ+|,#A|$!,A.D0MB4/=+ev_ 19980F-=A_XLu+X:F_X*6A.D0:G-F9=?,D)-O!,i$ #Ci65|jF0B.N,.D0FEA93+5*6AF9FZLNj.D0-7)A-1JF|+ev#k9*6ALu:,7,+XCC5KFC#XGA&a./j)-,+evJJ65B$B$=-FJ#Ci65v7a)H#Ci,P5?%fX4+e_(pMd,0WL.B$AFw0WLN_#Ci65,#Ci*6LE?AX4_LB$a-6|jLNCM0?$K,&L$m19,55B35A 1L-p55_,F0!X3P:Z24F$0$Fv9?.D0Z3P)#Ci6555C(|j0=K0-,+eB5gK06|j.D0vJ.D01O P129?CR4WFJ0JA5JxgJ)-+ev);+ev51A#?+ev51,+XgG9FxJ+ev51,4:Uf,FNO,)BFJE)+ev);,#Ci65|jF|9,61Ji#Ci65=*,M0r6|#qig,9F9,F|J/_?,F9gppM0?,=6|61g1*6XF/;)+ev);#Ci65|j,(&F|6a9?1.2 .D0#-,k?FJE) CNNIC1q!Q,B3F|6)P5:UK0(&CCC9Z)86+ev);:UK0,(&!#Ci65Z3PFG)TMF|i$6k?J)1Jo*)1+,51,*A=,Go#?,1yZMF|AF 55C(A55C(-O!j#Ci65C(,k?$PF1.3K=C,N9ZC(#q0;CCC9ZLf!.D0#Ci65|j,(&jP5,9#Ci65UW6|J1yF|#Ci65|j,.D0.D0#,K+ev);#Ci65|jp)*,(&$CAB+650-f!F63|+ev*A)1,A(?)o*?r*A,=C4XF|#Ci65|j(&,.D0&963|j(&X+ev);vCC#Ci65F9,jJCCJ)#Ci65|jF|,4F6A,#Ci65,%?,QN%?QN,B04E9?CR4WFJ0JA64#Y,Q1J1,-,2.1 +ev);,#Ci65|jF 2.1.1 +ev,y621 F4_0Z&_,P5,2j%X&L$0L$:G-9&hO55),+ev!_FJE55)F|EC,0ZE0;+ev,%FJh*6j+e!j,v#k,C$ 70, EDI,+Xf6|_3+5,P,j#G=,B381J,5An/jCCJ,#Ci65o?Y,552jL?F65$0009v+a2jk,=kk?6j1J44Z#Ci65TW2-+ev#k 80%,f1JL$,v#kE,CNFk?_+a1J44F0;_dZ#Ci65?nQL$,C+aKOX,4;C$C+a!+6E-DW5:C(,5A,FOKDnWG65A#?EC(51#E5:C(v9E+O5:C(|j,-()EA!+evN%X,vj_vN#?,2.1.2 #Ci65|j,y6#Ci65|jFJh6A.1C?o1E0;1y|j63+C#Ci65|j6jTZG6C1|jC1_7#Ci65X+X45C,=,*6#k|jnA#Ci1,E0;6|$J,_7|D_7C1,D%E0;C1C|,58-($GF?-(|j,ZE0;L-p/nJ,L$0$J,4#qFJ#Ci65|j0 j_2|j0G?,4G6Z,#Ci65|jJ/nJ5#Ci65|j,6|j?CR4WFJ0JA7,+a/nJ3PF3PZ3P*63P1y-(+X;6|j,(& i CNNIC1q!Q,Fn/jZ! 2006 128 31-,5AkE 137007-($x)*0/,C(& 1X=|j*6Js7+ev);#Ci65|j$_C,1V8=1_1J1JL$1J#Ci65L$F_#Ci65#Ci65L$C#Ci|jG-_0/, Q?F/ Q?_*X55*.p:,_#Ci65FJE55F|C,|j_vFJE55F|K0,|j_M0rX55pFP,|jXF|#Ci65|j Q?A,E0;AFJh655C(,#q0;6j9Z!P5C7C|jCA9ZM? 1.12.2.1 C7Lf!#Ci65|j,(&08B$C7k?_7LLa_#Ci6598DA(,7F|AF9%C8!M0?,|jFZLf!k?5-(Ct,PFB)lCXGF1CW?!n?,#qB8T)51,.=K0v,=CXG#Ci657-$PC(),8BF2W6|-$,B+XpFJh)9EQ,CO.O1-655 2007-655(5Az P23?CR4WFJ0JA8X55C,LLk?_FJE(5F|,#Ci65i4,F|5:B.A|j+OLf!#Ci65|j,(&C|j+O#,k?_LN#Ci65FJh8D,_7-j76C7-(iG04,7-MWg?l=G-mG%C0M,*6NO6|jXP5C#Ci65M),v_XX,FJEMAA=11yTv,CE0;FJh_0J0CWP5,C?-(+ev);,C9AJ,(&-5:_0899/5:63+5;PCW_Fa-(550/LL5:63+5:ACWCCW&!nF/;+e!0$J,5:63+5:ACWC+e_F/?4=(#P5,_?vF9F/_?,#Ci65EACt55C65*6jpGEW6vG*#Ci65*5:C(,1|jEP5,C1?J2.2.3 CALf!#Ci65|j,(&CA5=4*6AF01y*63P_#Ci65*;0ZC,G?3P#Ci65DC(4P+O?A.$-$MB39E9%?,C(4P,#Ci65$C!Q*)-$3+,+0Q6p5H3+F,+0#Ci65CFJE+XJ)8!,CF9JF|1!Q,A63|j_V!.x+X_V*6#=_VF-$3+#Ci65_VGF9BF=55#Ci6555C,A!=F0)8-$1JKFY,Vn 1.1nHfHfgA:UK0)C#q0;P5:UK0 55:UK0C78P)9EQ,CO.OFJE65LLC,*k?MC(4PC|j 0J0CW1.5:63+5;PCW_2.5:63+5:ACWCCW&!n3.5:63+5:ACWC+e_CAFJE?P:*)!C,AC)*0Z+AC!Q)*ACt$ 1 200555C(.D0554#1O3 +ev);#Ci65|j(&,i$63.1 Z3P)#Ci65|j(&,0Z_V9Z+e7A:5_VYj55C(7-V+O,0k?,3P=+e7A /55=7:5pM0,7-_-M5A=:5,0k?3P-9CE 1/3,M5A+a!=7-:5M5A=:5,0Zk?_=7:5&9:5A7#F65F9j 31.4%QE 90.0%,M5A9,k?FD_+e?-()5AM5A9,FDE)0 4.2%,1GN$+ 200555C(.D0554#1O P90?CR4WFJ0JA10$-655 CNNIC137001110094007950591033702250020004000600080001000012000140002000.12 2001.12 2002.12 2003.12 2004.12 2005.12 2006.127M5ANOFz6:5 10.7%,M5ANOFz7-:5 1-A-9A1j,=5-, 1/106#Ci65C55CC+O+O6|j+O,JCQ. 2-2!QB35Aw!:5?& 1P5#Ci?%_0ZC1,0k?3PGMjB3?A,+X+a-s,P5M#$J,_P5CXP5);#Ci65-$CW-(63+-(FgJ#Ci65+OW,+O*C|j0Z)C?,F9_V5:CE()5:,1)5:z,+?0;+J8#)FFw,P4,AG-p#Ci65|ji CNNIC,1q!QB3n/j)65,+0; 5.7%,5AMh+ 32.3%,5AE+ 54.6%,5AO?08 5.7%,5A=Z+ 1.7%,5A=+k6|5:C(k?_#GC(,YWC(,Wf6P5,C(?-(F=O-1&,HF=7-,)*:)X)5:C(,WP0#Ci65P#O?PB$,6 Need ,j0Z5:C(65A)5:C(9JW,P!bK04#*.pD=:FxFZCa#E3.2 )3P)#Ci65|j(&,+a5:C(_0Z_EC,E0;!)3P)Z*C1|j+OW,*6,*Z,#Ci|jJ5#Ci|j,f4|j,Zp*,v_5j:J0Z,|jFZF+|3Pk?_7/nJ3PF3P1y6|j(&+ev,&*Ai-F.D0n/j5A:5? 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