基于动机理论的社区电商消费者购买行为影响因素研究

基于动机理论的社区电商消费者购买行为影响因素研究(论文12000字)
摘  要
对于人们来说，信息技术的不断发展促使各个产业得到了巨大的发展，为电商行业带来了巨大的发展机遇，如今电商行业走上了如火如荼的发展境地，那么只有做好电商消费者的购买行为影响因素调查和分析，才可以为电商行业找到更大的参考价值，决定电商行业的未来发展。基于动机理论的社区电商消费者购买行为影响因素研究就是说社区电商消费者如何在动机的理论下受到一定的影响来决定自己的消费行为的。这一研究显得非常重要，展现出社区电商消费者在动机的作用下产生购买行为的影响因素，其中包括了商品的价格、性价比、产品的实用性等等，正是因为消费者拥有了动机，才可以影响社区电商消费者的购买行为，才可以激发消费者的购买欲望，就会让社区电商获得更好的销售业绩。相信让社区电商认清动机理论下的消费者购买行为影响因素，就一定会使社区电商更加有效地认清消费者的购买行为特点，搞清动机理论与购买行为影响因素的关系和相互作用，最终帮助社区电商熟识消费者的动机，明白消费者的购买行为影响因素，使社区电商的销售业绩获得更好地发展。
关键词：动机理论；社区电商；消费者；购买行为；影响因素
 
Abstract
For people, the continuous development of information technology has promoted the great development of various industries and brought great development opportunities to the e-commerce industry. Now the e-commerce industry is in full swing. Only by investigating and analyzing the factors affecting the purchase behavior of e-commerce consumers can we find greater reference value for the e-commerce industry and determine the future development of the e-commerce industry. The research on the influencing factors of community e-commerce consumers' purchase behavior based on motivation theory is how community e-commerce consumers are affected by motivation theory to determine their consumption behavior. This research is very important to show the influencing factors of community e-commerce consumers' purchase behavior under the action of motivation, including commodity price, cost performance, product practicability, etc. it is precisely because consumers have motivation that they can affect the purchase behavior of community e-commerce consumers, stimulate consumers' purchase desire, and enable community e-commerce to obtain better sales performance. I believe that letting community e-commerce recognize the influencing factors of consumers' purchase behavior under the motivation theory will make community e-commerce more effectively recognize the characteristics of consumers' purchase behavior, clarify the relationship and interaction between motivation theory and influencing factors of purchase behavior, and finally help community e-commerce get familiar with consumers' motivation and understand the influencing factors of consumers' purchase behavior, so as to better develop the sales performance of community e-commerce.
Key words: motivation theory; Community e-commerce; consumer; Purchase behavior; influence factor
 
目  录
摘  要    3
Abstract    4
目  录    5
1 绪论    1
1.1 研究背景    1
1.2 研究目的和意义    1
1.2.1 .研究目的    1
1.2.2 研究意义    2
1.3 国内外研究现状    2
1.3.1 国内研究现状    2
1.3.2 国外研究现状    3
1.4 研究内容    4
1.5 研究方法    4
2 相关理论概述    5
2.1 动机理论    5
2.2 社区电商    6
2.3 消费者    6
2.4 购买行为    7
3 基于动机理论的社区电商消费者购买行为问卷调查    8
3.1 问卷调查目的    8
3.2 调查问卷内容设计    8
3.3 问卷调查研究设计和结果分析    9
3.3.1 问卷调查设计    9
3.3.2 问卷结果统计分析    9
4 基于动机理论的社区电商消费者购买行为的影响因素    13
4.1 享乐动机下的社区电商消费者购买行为影响因素    13
4.1.1 产品的质量    13
4.1.2 产品的性价比    13
4.1.3 产品的功能性和实用性    13
4.2 功利动机下的社区电商消费者购买行为影响因素    14
4.2.1 产品的价格    14
4.2.2 产品的优惠程度    14
4.3 从众跟风动机下的社区电商消费者购买行为影响因素    14
4.3.1 盲目跟风    14
4.3.2 受到其他消费者的影响    15
4.3.3 社区文化的影响    15
5 基于动机理论的社区电商消费对策分析    21
5.1加强动机理论的理解    21
5.2.根据社区电商消费者的动机理论设置销售方式    21
5.3加强社区电商消费者动机理论的宣传    21
5.4实现社区电商消费者的动机思考和总结    22
5.5强化社区电商消费者的动机研究和分析    22
结论    24
致谢    25
参考文献    26