电子商务背景下消费者购买意愿分析方法研究
关键词：消费者；电子商务；购买意愿； 分析方法
Study on analysis methods of consumer purchase intention under the background of electronic commerce
Abstract:
In the late twentieth century, with the development of integrated marketing theory and the advent of the information age, a growing number of economists and entrepreneurs have paid their attention from products to consumers. However, the current marketing model is not only the transformation from 4P to 4C, but also the elements may be more complex. No matter how rich and persified these theories are, the consumer as the research subject has become an undeniable fact. This is the only way for economists and entrepreneurs to go through to master movement of markets in the current data and the age of e-commerce. With electronic commerce as the background and consumers as the research subject, this paper analyses perceived benefits of consumers further. At the same time, this paper tries to use “triangle method” to explain certain promotional phenomena and the consumer purchase intention index is proposed in it, aiming to provide a qualitative index of the analyses and predictions of market dynamics for enterprises. This study attempts to provide the reference for enterprises by the feedback of the qualitative index to help reduce marketing risk and increase market share.
Keywords: Consumers; electronic commerce; purchase intention; analysis methods
目录
一、绪论 4
（一） 研究背景、意义及方法 4
1. 研究背景 4
（二） 国内外研究现状及发展趋势 5
1. 国内外研究现状 5
2. 理论的发展趋势 5
二、理论基础 6
（一）不等价交换理论概述 6
1. 交换不等价性的成因 6
2. 交换不等价性的实质 7
（二）消费者感知价值理论概述 8
1. 感知利得与利失的概念 8
2．感知价值的概念 8
3. 消费者购买前后感知利得的变化 8
三、电子商务背景下消费者购买意愿的内涵分析 11
（一）消费者购买意愿的概念 11
（三） 消费者购买意愿的构成 11
1. 商品价值与价格的关系讨论 11
2. 电子商务背景下消费者感知利得的构成要素分析 11
（1）消费者感知利得的构成要素分析 11
（2）消费者主观收获的构成要素分析 12
四、电子商务背景下消费者购买意愿的分析方法及应用 13