摘要随着近几年房地产市场限购令的出台，包括首付要一次付清等问题出现，使房地产商的售房的压力大，房地产市场并不景气。传统的房地产行业已经不能适应社会发展的趋势。房市的持续走低使房地产商心急不堪，也是国家领导人也是着急万分。跟随社会发展的趋势，房地产行业发展缓慢，楼市库存增多，市场调节以及国家政策的出台都没法使房市回暖。各个房地产商想尽办法要使房价上涨，吸引消费者来购买房子。74997

现在知识经济发展的时代，有了计算机和信息技术的支持，不管是零售行业还是其他传统行业都已经进入了电商行业，电商房地产发展起来也是时间问题。

本文要通过研究电商平台中消费者行为来分析并展开论述的。房地产电商如何利用电商平台的优势来吸引消费者购房。研究电商平台用户对购房的真实需求，收集并分析用户的购买决策。结合消费者行为知识、市场营销知识，通过对相关数据进行统计整合分析，来说明用户是因为哪种因素在电商平台产生购买房产的行为和动机。文章通过五个部分来一一介绍和论述。第一部分为引言，对论文选题研究背景和意义、论文选题的知识点、本文国内外现状研究逐一介绍。第二部分，对房地产电商用户购买决策理论和用户感知风险理论的叙述。第三部分，统计相关数据并分析用户购买决策的因素，得出相关结论。第四部分，通过数据分析得出结论并指出了研究的不足和展望。

As restriction order on real estate market in recent years, including the first payment to a payment and other issues, make the pressure in the housing real estate developers, real estate market is booming。The traditional real estate industry has already can not adapt to social development trend。The housing market continued to decline in the real estate business,leaders are also extremely anxious。Following the trend of social development, the real estate industry development is slow, the housing inventories increase, market regulation and national policy couldn't make the housing Market warmer。Various real estate companies trying to make prices rise, to attract consumers to buy a house。

Now the era of knowledge economy, with the support of computer and information technology, both retail and other traditional industries have entered the Electronic Business Industry, real estate electronic business development is also a matter of time。

In this paper, through the study of consumer behavior to analyze and discuss in the electronic business platform。Real estate electricity how to make use of the advantage of electronic business platform to attract consumers to purchase。Research electronic business platform for users to purchase of the actual demand, collect and analyze the users' purchase decisions。Combining with consumer behavior, marketing knowledge, through analyzing statistical data related to integration,to illustrate the users as a result of factors buy house property behavior and motivation on the electronic business platform。The article introduces and discusses one by one through five parts。The first part is the preface, the paper selected topic research background and significance, the thesis expatiates the knowledge points, this paper present situation at home and abroad to study one by one。The second part, the real estate electronic commerce users purchase decision theory and the theory of perceived risk。The third part, the relevant data statistics ,analysis of the user purchase decision factors, draw relevant conclusions。The fourth part, through the data analysis conclusion and points out the deficiency of the research and its prospect。

毕业论文关键词：消费者行为；电商房地产；用户购买决策；调查分析

Keyword：Consumer behavior；Electronic business real estate；Users purchase decision；Investigation and analysis