母婴市场的网购用户行为模式分析

摘要电子商务及母婴产品的特殊性限制了母婴网购市场的顺利拓展，母婴产品网购用户的自身属性、消费观念、需求特征以及购买因素等原因也给母婴网购市场带来了挑战。因此，本文将立足母婴市场网购用户的行为模式，借助文献研究法、调查研究法、问卷调查法和数据统计法，得出母婴网购市场仍有很大的发展空间，母婴网购用户的行为模式受经济水平、学历、性别、年龄等因素限制，同时受产品宣传、产品质量、产品促销和网购信用评价机制等因素的影响，并且存在一定程度的非理性消费。本文从网购用户而非从网购平台入手，从消费者的限制因素和影响因素出发，希望能够为促进我国母婴网购市场发展提供少许理论指导。90265

Abstract: The particularity of e-commerce and the particularity of maternal and infant products limits the smooth of maternal and infant online shopping market development, maternal and child products online user's own properties, consumption idea, demand characteristics and the reason for buying factors also brought challenges to the maternal and child online shopping market。 Therefore, this article will base on maternal and infant market online user behavior patterns, using literature research, investigation research method, questionnaire investigation and data statistics, it is concluded that maternal and infant online shopping market still has great space for development, maternal and child online user behavior model restricted by factors such as economy, education, gender, and the product promotion, product quality, product promotion and e-commerce credit evaluation mechanism, the influence of such factors as the irrational consumption and there is a certain degree。 This article obtains from the online users rather than from the online platform, starting from the limiting factors and influencing factors of the consumer, can hope to promote the development of the maternal and child online shopping market in China to provide a little theoretical guidance。

毕业论文关键词：母婴市场；网购；行为模式；影响因素

Keyword: maternal and child market; online shopping; behavior pattern; influencing factors

引言 5

一、绪论 5

（一）研究目的及意义 5

（二）研究内容与方法 5

（三）学术界研究综述 5

二、母婴市场网购现状源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766 分析 6

（一）母婴市场发展状况 6

1。母婴市场的定义 6

1。母婴市场的发展空间 6

（二）母婴市场网购渠道 7

1。母婴市场网购渠道的种类 7

2。母婴市场网购交易规模 7

（三）母婴市场网购用户属性 7

1。母婴市场网购用户的来源 7

2。母婴市场网购用户的画像 7

三、母婴市场网购用户行为特征 8

（一）母婴市场网购用户的消费观念 8

1。母婴市场网购用户的消费倾向 8

2。母婴市场网购用户的消费选择 9

（二）母婴市场网购用户的需求特征母婴市场的网购用户行为模式分析:http://www.youerw.com/guanli/lunwen_196126.html