影响网络消费者购买行为的因素分析

摘要

The e-commerce market and the traditional physical market has caused the great difference between the online consumer shopping behavior and the traditional consumer behavior.The author analyses the impacts of some factors on these variations.The aim of this article is to explore something useful for the online retailers so as to make optimal Internet marketing strategy and choose appropriate Internet marketing tools.%由于电子商务市场与传统实体市场存在着很大的不同，导致网络消费者的购买行为与传统的消费者购买行为产生了较大的差异，本文对引起这些差异的因素及其影响进行了分析，以期有助于网络零售商制定适合于网络销售的营销战略和营销工具。