网络购物消费行为的传播学考察

网络传播渠道和经营平台的特殊性影响了网民网络购物消费行为特征。从使用与满足理论出发，网民网络购物行为满足了价格低廉、轻松娱乐、方便快捷、人际交往、安全及追求时尚的需要。网络信息的高度聚合、良好的连通性与交互性、内容的个性生产等是网络购物消费行为的渠道动力。

Study on Consumer Behavior of Online Shopping from Communication Science

For netizens the specificity of network communication channels and business platform have affected the features of online shopping behavior.From the perspective of practicality and fulfilment, online shopping behavior of hetizens meets all kinds of needs includmg low price, easy entertainment, convenience, interpersonal communication, safety and fashion. The high degree of network information aggregation, good connectivity,good interactivity and personalized production of content are all the channel power o...