消费者网络团购行为分析

消费群体需求具有模糊性、聚集性、个性化以及互动交流话题的集中性、分享心得和体验的主动性等特征,在此基础上,网络团购环境下的消费者购买行为模型IEDGS应运而生。而网上交易的安全性、团购服务企业和商家信誉、售后服务体系、法律监管等问题成为网络团购时主要障碍。为保证消费者网络团购行为的正常进行,必须加强网上交易安全,加强网络团购服务企业和商家的信誉度,进一步完善售后服务,尽快完善法律监管制度。

Analysis of Consumer Behavior in Virtual Group Buying

Consumer groups demand has characters of fuzziness, aggregation, personality, centrality about interactive communication topic, sharing ideas and experience of the initiative, with which the consumer behavior in virtual group buying model-IEDGS emerged then. Some problems, such as online transaction security, group purchase service enterprises and business reputation, after-sales service system, legal and regulatory have been the main obstacles of virtual group buying. In order to ensure the normal consumer behavior in virtual group buying, we need to strengthen the security of online trading, heighten the reputation of group purchase enterprises and business, improve after-sales service and perfect the legal system of supervision.