网络消费行为调查--以广州地区为例

网络消费是互联网发展带来的必然趋势,了解和研究消费者的网络消费行为特征,有利于企业发展B2C电子商务。调研从样本的构成、网络消费行为的特点、消费者进行网络消费的意愿、网络消费的影响因素和制约因素等方面进行了调查分析;结果表明广州地区的网络消费者有低龄化、低学历化、低收入化的趋势,网络信息产品消费作为一种新型消费模式已经形成,网络企业的品牌和诚信度备受消费者关注,此外虚拟群体对消费者的网络消费行为的影响也在日益增加。

An analysis of network consumption behavior--with reference to Guangzhou area

Studying consumer network behavior will benefit the enterprises on promoting B2C electronic business. This paper analyzes the sample, network consumption characteristics, consumer behavior intention, affecting and restricting factors etc. And the results show that, consumers on the internet in Guangzhou area have become younger with lower educational level and lower income; The network information products have formed a new consumption pattern and virtual communities affect consumer behavior more and more in the internet world.