网络符号消费的动机和营销策略研究

利用网络丰富的信息资源和群体聚集性吸引网络受众参与的符号消费,是近年来互联网流行的商务模式.通过构建消费者行为影响因素基本模型,设计有效的调查问卷,在调查数据基础上,运用因子分析法,研究网络消费者符号消费行为的动机和影响因素.并从效用、好胜、求新、求廉、求名、体验等六个方面进行分析,给出了相应的营销策略和建议.

A Research on Motive and Marketing Strategy of Internet Symbolic Consumption

It is the focus of the Internet commercial modes that audiences are attracted to participate in Symbolic consumption with information resources and sociality in network. The basic model of influence factor of the consumer behaviors is constructed, the effective questionnaire is designed. Influence factors and motives of the Internet symbolic consumption are studied with factor analytic approach on the basis of data. Behavior motives are obtained about utility, seeking to do others down, novelty, inexpensive, reputation, experience. Finally the corresponding marketing strategy is proposed.