电子商务环境下对消费者行为的策略研究

Strategic Research on Consumer Behavior in the E-Commerce Environment

摘要: 电子商务市场的快速发展影响了人们的购物消费方式，为购物消费的方式提供了多种可能性。为了分析消费者购买行为，本文拟以认知平衡理论、购买风险理论和消费者关注理论为理论基础，发现电子商务环境下消费者行为存在消费需求个性化、消费行为随意性、消费市场更细分化、消费行为感性化的特征，以此为基础，提出拓宽消费者选择渠道、满足消费者个性化需求、增强消费者信任度、加强线上线下交互的对策，以期为企业在激烈的市场竞争中把握消费者心理提供借鉴。

Abstract: The rapid development of the e-commerce market has influenced people’s shopping and consumption methods, providing a variety of possibilities for these activities. In order to analyze consumer purchasing behavior, this paper intends to use cognitive balance theory, purchase risk theory, and consumer concern theory as the theoretical foundation, and identify characteristics of consumer behavior in the e-commerce environment, such as personalized consumption needs, arbitrary consumption behavior, a more segmented consumer market, and emotional consumption behavior. Based on these findings, the paper proposes strategies to broaden consumer choice channels, meet consumer personalized needs, enhance consumer trust, and strengthen the interaction between online and offline, in hopes of providing a reference for businesses to grasp consumer psychology in fierce market competition.