Analysis of "consumption psychology" in e-commerce

E-commerce has Internet openness, global, low cost, and high efficiency, and has been widely used in various industries. According to the World Trade Organization report, Internet-based trade doubles every year and is expected to reach 2003 of the total trade of industrialized countries by 2%. Due to the infinite "money" on the Internet, many modern enterprises have developed the e-commerce model between enterprises and consumers as a new business model with great potential. Consumption psychology and consumption behavior are the starting point and foundation for enterprises to formulate business strategies, especially marketing strategies. In the face of the special form of e-commerce consumption, consumers' consumption psychology and behaviors are more complex and subtle, directly affecting the operating effect and development space of e-commerce. In-depth research on consumer psychology and consumption behavior is of great significance to further expand e-commerce.

The changing trend and characteristics of Consumer Psychology in e-commerce the market is transformed from a seller's monopoly to a buyer's monopoly. The consumer-dominated era has arrived. In the face of richer commodity choices, consumer psychology presents new features and development trends compared with the past. These characteristics and trends are more prominent in e-commerce.
(1) consumption psychology pursuing cultural taste
The formation of consumption motivation is subject to certain cultural and social traditions. People with different cultural backgrounds choose different lifestyles and products. Famous American futuristic scientist John? In the 2000 trend book, The neasbits and couples believe that they will use Swedish IKEA furniture and eat McDonald's, hamburgers, and Japanese sushi in the United States, the Italian coffee kapciano, the American benaotong, the British and American rock, and the Korean modern car. Although these descriptions may not be understood and accepted by all people at the moment, there is no doubt that in the Internet era, the global and local cultures coexist, and cultural diversity brings a strong fusion of consumer goods spaces, people's consumption concepts have been strongly impacted. Especially young people have a strong motivation to purchase cultural-oriented products, and e-commerce can meet this demand.

(2) pursuing personalized consumption psychology
With the development of the consumer goods market, most products are extremely rich in quantity and quality. Consumers can select and purchase goods or services based on their personal psychological desires. Modern consumers are often imaginative, eager to change, fond of innovation, and have a strong curiosity. They have put forward higher requirements for personalized consumption. What they choose is no longer the practical value of commodities, but also the unique value that fully reflects the individual's own value. This has become the primary criterion for their consumption. It can be seen that personalized consumption has become the mainstream of modern consumption.
(3) independent consumption psychology
With the increasing division of labor and specialization of society, the risk of consumer purchases increases with the increase in choice, in addition, the traditional single "cramming" "viral" marketing is tired and untrusted. The purchase of large durable consumer goods is particularly prominent. Consumers often take the initiative to obtain information related to goods through various possible channels for analysis and comparison. They can obtain a psychological balance to reduce the sense of risk and enhance the trust and psychological satisfaction of products.