Analysis of "consumption psychology" in e-commerce

Electronic commerce

E-commerce has the characteristics of openness, global, low cost and high efficiency of Internet, which has been widely used by various industries. According to the World Trade Organization report, internet-based trade is growing at an annual rate, which is expected to reach 2% of total trade in industrialized countries by 2003. Due to the unlimited online "money", many modern enterprises have developed the e-business model between enterprises and consumers as a new business model with great potential. Consumer psychology and consumption behavior are the starting point and basis for enterprises to make business strategy, especially to make marketing strategy. Facing the special consumption form of electronic commerce, consumers ' consumption psychology and consumption behavior are more complicated and subtle, which directly influences the business effect and development space of E-commerce. Deep Research on consumption psychology and consumption behavior is of great significance to further develop e-commerce.

The changing trend and characteristic of consumer psychology in e-commerce market is transformed from seller's monopoly to buyer's monopoly, the era of consumer-led has come, and the consumers ' psychology shows new characteristics and development trend compared with the past, which is more prominent in electronic commerce.

(a) The pursuit of cultural taste of consumer psychology

The formation of consumption motivation is subject to certain cultural and social traditions, and people with different cultural backgrounds choose different lifestyles and products. The famous American futurist, John? In the 2000 trend, the Nasbutte that people will be using the Swedish-Iggy Furniture, eating American McDonald's, hamburgers and sushi in Japan, drinking Italian cappuccino coffee, and wearing American-made, British and American rock. , driving a modern Korean car. Although these descriptions may not be understood and accepted by all people for a while, but no doubt in the internet age, the culture of the global and local coexistence, cultural diversity brought about by the strong integration of consumption taste, people's consumption concept has been a strong impact, especially young people on the culture-oriented products have a strong incentive to buy, And E-commerce is just enough to meet this demand.

(ii) The pursuit of personalized consumer psychology

With the development of consumer goods market today, most products are extremely rich in quantity and quality, consumers can choose and buy goods or services on the basis of personal psychological desire. Modern consumers are often imaginative, eager to change, like innovation, have a strong curiosity, to personalized consumption put forward higher requirements. Their choice is no longer just the practical value of goods, but also to differentiate themselves, fully reflect the individual's own value, which has become the primary standard of their consumption. Visible, personalized consumption has become the mainstream of modern consumption.

(iii) The pursuit of autonomous, independent consumer psychology

In the trend of division and specialization, the sense of risk of consumers ' purchase increases with the increase of choice, and they are tired and distrust the traditional single "cramming" "viral" marketing. Especially in the purchase of large durable goods, consumers often take the initiative to obtain information about goods and compare them through various possible ways. They can obtain psychological balance to reduce the sense of risk, enhance the trust and psychological satisfaction of the product.

(iv) The pursuit of self-expression of consumer psychology

Online shopping is a positive action from personal consumption intention, collectively it will take more time to browse, compare and select virtual stores online. A unique shopping environment and a different way of buying from traditional trading processes can lead to consumer curiosity, detachment and personal emotional change. In this way, consumers can completely according to their own willingness to challenge the business, self-centered, according to their own ideas, in the consumption of full expression of self.

(v) the pursuit of convenient and fast consumer psychology

For the modern people, such as gold, in the shopping instant, convenient, readily appear more important. The traditional product selection process is short a few minutes, a few hours long, plus round-trip time, consumption of consumers a lot of time, energy, and online shopping to make up for this flaw. According to the survey data of China Internet Development Statistics report published by China Internet Network Information Center in 2001, 49.29% of the total online consumption is based on the number of people who save time for online shopping.

(vi) The pursuit of consumer psychology to avoid interference

Modern consumers pay more attention to the spirit of pleasure, the realization of personality, emotional satisfaction and other high-level needs to meet, hope in shopping can casually see, casually selected, to maintain the psychological state of the relaxed, free, the greatest degree of self-esteem and psychological satisfaction. However, shop-style shopping in the sale of business services are often to consumers constitute interference and obstruction, and sometimes too enthusiastic service even scare off consumers.

(vii) The pursuit of affordable consumer psychology

Even if marketers tend to use other marketing differences to reduce consumer sensitivity to price, prices are always the most sensitive factor for consumers. Online stores, compared to traditional shops, can make consumers more direct and intuitive understanding of goods, can be carefully selected and compare. For example, for consumers of this psychological "hot sale" column. As long as consumers enter the column, they can easily get the information and price of each hot product, and then through the link to quickly enter the site that consumers think fit to complete the shopping activities. This kind of online shopping satisfies the consumer to pursue the psychology of the inexpensive.

(eight) The pursuit of consumer psychology of fashionable goods

New things are emerging in the modern society, consumer psychology is driven by this trend, stability is reduced, in the psychological conversion speed and social synchronization, in the consumption behavior of the need to understand and buy the latest products, product life cycle is constantly shortened. The continuous shortening of the product life cycle will in turn lead to a further acceleration of the psychological conversion of consumers. The traditional way of shopping can not meet the psychological needs.

Analysis of the psychological factors restricting the development of e-commerce

Although the online shopping has the form convenient, the information is quick, saves the time and so on many advantages, but at present the consumer to the online consumption still has certain degree of concern, causes it to this new shopping way to be at a distance, has restricted the electronic commerce development seriously. These psychological factors are mainly manifested in the following aspects.

(i) Traditional shopping concepts are bound

For a long time, consumer's traditional shopping habit of "seeing, hand touching, listening to listen" has been restrained on the Internet. Online consumption cannot satisfy some specific psychology of consumers, online shopping is difficult to meet the consumer's personal social motivation.

(ii) The price is not expected to be satisfied with psychological

According to statistics, consumers of online goods on the psychological expectations of 20%-30% cheaper than shopping malls, and the current online goods only cheaper than 4%-10%, plus distribution costs, consumers enjoy the price concessions are limited. In addition, due to the long-term monopoly of the telecommunications industry, China's telecommunications and network use of higher fees, high transactions so that consumers can not be expected to online shopping.

(iii) Threats to individual privacy rights

With the development of e-commerce, businesses not only want to rob existing customers, but also to explore potential customers, and the current technology can not guarantee the security of online shopping, confidentiality. Privacy can not be guaranteed, so many consumers do not want to participate in online shopping.

(iv) lack of trust in online payment mechanisms

At present, e-commerce lacks effective means of payment and credit system, in the process of payment, consumers ' personal data and credit card passwords may be stolen and stolen, sometimes they will encounter false orders, but they are asked to pay the purchase price or return the payment, so that consumers can be intimidated.