摘要社会生活的网络化，已经引起了广泛而深刻的社会变迁。网络的迅速普及，网民队伍的不断扩大，网络的快捷化、多元化也引发了消费模式的急剧变革。网络购物蓬勃发展与青年大学生日常行为相结合，逐渐渗透到社会的各个群体，加之商家不遗余力的营销，网民的跟风潮，从而把网络购物推广到全新的高度。网络购物的蒸蒸日上不断冲击着实体店的地位，“网购”消费者的爆炸式增长，逐渐改变着社会的消费结构。当“网购”与新兴的青年节日“光棍节”挂钩之后，经过近几年的发展，已然形成了一种新的社会习俗。消费是人类生活必不可少的行为之一，网络购物的认同感改变了各群体的消费行为模式，随之社会消费结构也将发生更为深刻的变革，人类社会将探索一种新的未知的消费领域。消费行为的变革，要求我们在网络背景下重新认识网店与实体店，消费者与网店，网店与商品供应商之间的相互关系。68257

毕业论文关键词  网购 消费行为 社会消费结构 网购互动关系

毕 业 论 文 外 文 摘 要

Title         "Singles" to "shopping carnival" road - The impact of the network on consumption            

Abstract 

Social life of the network has given rise to widespread and profound social change. The rapid popularity of the network, expanding the ranks of Internet users, the network's fast and persified lead consumption changes. Online shopping booming with young college students combine everyday behavior, and gradually penetrated into various groups within society, coupled with relentless marketing businesses, with the wave of Internet users, the online shopping promotion to new heights. Thriving online shopping store continue to impact the status of "online shopping" consumer explosive rise gradually changing the social structure of consumption. When the "online shopping" and the emerging youth festival "Singles" hook, after years of development, already formed a new social customs. Consumer behavior is essential to human life, one's sense of identity online shopping has changed consumer behavior of various groups, the social consumption structure will change as these fundamentals occur more profound change, human society will explore a new unknown areas of consumption. Changes in consumer behavior requirements, require us to rediscover the network backdrop shop and the store, consumers and shop, shop and commodity mutual relations between suppliers. 

Keywords   Consumer behavior  online shopping  social consumption structure  interactive relationships of online shopping

目次

1 引言 1

2 网络的迅速发展 1

3“光棍节”与网络购物的结合 1

4 网络营销的成功：“购物狂欢节” 2

5 国内外主要的网购网站 3

5.1 国外主要购物网站： 3

5.2国内流行的主要购物网站 3

6 网络购物与传统零售业的比较分析 4

7 网络购物的利弊 7

7.1 网络购物的有利因素 8

7.2 网络购物的弊端 8

7.3 解决网购弊端的应对措施 10

8 网购成瘾与过度消费 11