本文關(guān)鍵詞：垂直女性時(shí)尚電商網(wǎng)站消費(fèi)者行為研究　出處：《北京印刷學(xué)院》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：近些年來(lái),現(xiàn)代女性的經(jīng)濟(jì)消費(fèi)水平不斷提高,以女性消費(fèi)者為目標(biāo)的電商網(wǎng)站不斷涌現(xiàn),女性消費(fèi)者受到越來(lái)越多的重視。在這種背景下,本文通過(guò)實(shí)例佐證,從傳播學(xué)角度出發(fā),對(duì)垂直女性時(shí)尚電商網(wǎng)站消費(fèi)者行為特點(diǎn)以及影響因素進(jìn)行深入探析。垂直女性時(shí)尚電商網(wǎng)站是一個(gè)新興概念,目前業(yè)界對(duì)其還沒(méi)有明確定義。本文引用大量資料,試圖對(duì)其概念進(jìn)行界定。本文以唯品會(huì)、聚美優(yōu)品以及蘑菇街這三大典型網(wǎng)站的女性消費(fèi)者行為為例,結(jié)合傳播學(xué)理論,總結(jié)出了垂直女性時(shí)尚電商網(wǎng)站的消費(fèi)者行為特點(diǎn),比如消費(fèi)者追求物美價(jià)廉和即刻方便,消費(fèi)者追求符號(hào)消費(fèi),熱衷于為家人選購(gòu)商品進(jìn)行自我表達(dá),容易發(fā)生感性消費(fèi)行為等。垂直女性時(shí)尚電商網(wǎng)站消費(fèi)者行為之所以表現(xiàn)出上述特點(diǎn),必然有其影響因素存在,本文試圖找出這些影響因素,并以實(shí)例加以說(shuō)明。最后在對(duì)消費(fèi)者行為特點(diǎn)和影響因素總結(jié)的基礎(chǔ)上,對(duì)垂直女性時(shí)尚電商網(wǎng)站的發(fā)展提出合理化建議。
[Abstract]:In recent years, the level of economic consumption of modern women has been increasing, and e-commerce websites aiming at female consumers have been emerging, and more and more attention has been paid to female consumers. In this paper, from the perspective of communication, this paper analyzes the consumer behavior characteristics and influencing factors of vertical female fashion ecommerce website from the perspective of communication. Vertical female fashion ecommerce website is a new concept. At present, the industry has no clear definition. This paper cites a lot of information, trying to define its concept. This paper takes VIPSHOP, Jumei and Mogujie as an example of the female consumer behavior of the three typical websites. Combined with the theory of communication, summed up the vertical female fashion e-commerce website consumer behavior characteristics, such as consumer pursuit of quality and cheap and instant convenience, consumer pursuit of symbol consumption. Keen to buy goods for the family for self-expression, prone to emotional consumer behavior and so on. Vertical female fashion e-commerce website consumer behavior shows the above characteristics, there must be its influence factors. This paper tries to find out these influencing factors and explain them with examples. Finally, on the basis of summing up the characteristics of consumer behavior and the influencing factors, the paper puts forward some reasonable suggestions for the development of vertical female fashion ecommerce websites.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

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本文編號(hào)：1403321