基于CiteSpaceIII的网络时代消费心理分析

Analysis of Consumer Psychology in the Network Age Based on CiteSpaceIII

摘要: 网络时代给我们的生活带来了翻天覆地的变化，其应用于生活中的各个方面，改变了传统的生活模式。网络的发展促进了网络消费的发展，当今市场竞争激烈，商家及企业正确定位自己，吸引消费群体变得至关重要。广告是常用的一种策略，与居民消费心理及行为息息相关。本文以CNKI数据库收录的文献为研究对象，利用可视化网络分析工具CiteSpaceIII绘制了国内近二十年的697篇相关文献的知识图谱，以直观的方式呈现我国的网络时代消费心理研究的变化趋势，包括文献量时间分布图谱、关键词共现及时序图谱。在此基础上，本文进行了总结并且给出了一些建议，希望对后续的研究提供参考价值。

Abstract: The Internet age has brought about earth-shaking changes in our lives. It has been applied to all aspects of life and has changed the traditional way of life. The development of the network has promoted the development of online consumption. Today’s market is fiercely competitive. It is crucial for businesses and enterprises to correctly position themselves and attract consumer groups. Advertising is a commonly used strategy and is closely related to consumer psychology and behavior. This paper takes the literature collected in the CNKI database as the research object, and uses the visual network analysis tool CiteSpaceIII to map the knowledge maps of 697 related documents in the past 20 years, and presents the trend of consumer psychology research in China’s network era in an intuitive way, including document time distribution map, keyword co-occurrence and timing map. On this basis, the paper summarizes and gives some suggestions, and hopes to provide reference value for subsequent research.