摘要

近年来，互联网的快速扩张和分布促进了商品和服务在线购物的快速发展。网络购物对消费者购买行为的影响将是本文的研究主题。

对于营销人员来说，最困难的问题是消费者为什么做或不做他们所做的事情。这些知识对于营销人员来说是必不可少的，因为了解消费者的行为可以洞察客户的决策。影响消费者购买决策的因素极其复杂。它牢固地建立在心理学的基础上，并融入了一些社会学。它讨论了家庭、朋友和社会等群体通常如何影响消费者。

消费者的购买行为受到强烈的信念和态度、他们对世界的理解及其在其中的作用、常识、冲动或只是简单的接受。客户主要面临两种购买决策：（1）新的购买，由于缺乏信任而难以做出对策；（2）回购，由于消费者过去有购买该产品的经验，因此更容易进行二次购买。

本文将主要围绕四个因素对网络营销中的消费者购买行为进行心理分析。文化因素、社会因素、个人因素和心理因素。本文最后收集了一组99份有效答案，其中大多数受访者认为个人因素是影响他们消费行为的最大因素。由于本次问卷调查受访者大多是在校大学生，他们还没有正式进入社会，所以他们中的许多人没有稳定的收入，仍然依赖父母给的零花钱。在这之后，本文将深入分析大多数人网购时的消费行为，以及他们的心理结构。最后，本文将思考企业或品牌可以采用什么样的营销方式来契合消费者的这些心理特征，从而将其与营销实践联系起来。

关键词：消费者行为   网络购物   营销

Abstract

The rapid expansion and distribution of the internet in recent years have led to the rapid creation of online shopping for goods and services. The influence of internet shopping on consumer purchasing behavior will be the subject of this article.

The most difficult questions for marketers are why purchasers do or do not do what they do. Such knowledge is essential for marketers since knowing buyer behavior sheds insight into customer decision-making. The factors influencing consumer purchasing decisions are exceedingly complicated. It is firmly founded in psychology, with a dash of sociology tossed in for good measure. It discusses how groups such as family, friends, and society in general impact the consumer.

Consumer purchasing behavior is influenced by strongly held beliefs and attitudes, their understanding of the world and their role in it, common sense, impulse, or just plain taking. Customers primarily confront two sorts of buying decisions: new purchases, which are difficult to make owing to a lack of trust in decision-making; and repurchases, which are easier to make since the consumer has experience purchasing the product.

This paper will mainly focus on psychologically analyzing consumer buying behavior in online marketing on four factors. Cultural factors, social factors, personal factors and psychological factors. At the end of this article, a set of 99 valid answer sheets is collected. Among these answers, most respondents believe that personal factors are the most influential factor affecting their consumption behavior. As most of the participants in this questionnaire are university students, most of them do not have a stable income, yet rely on their parents for pocket money. This article will deeply analyze the consumption behavior of most people when shopping online, as well as their psychological structure. Finally, this article will think about what kind of marketing methods companies or brands can use to fit these psychological characteristics of consumers, to link them with marketing practices.

Key Words：Consumer Behavior   Online Shopping   Marketing

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