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Because of the above characteristics of network consumption, so more and more people choose to shop online. Of course, in the network environment consumer psychology and behavior compared with the past is also showing the new features and trends.

(1) the return of personal consumption

在过去相当长的一个历史时期内,工商业都是将消费者作为单独个体进行服务的。在这一时期内, 个性消费是主流。只是到了近代, 工业化和标准化的生产方式才使消费者的个性被淹没于大量低成本、单一化的产品洪流之中。然而, 没有一个消费者的心理是完全一样的, 每一个消费者都是一个细分市场。

In the past a long historical period, the consumer business is conducted as a separate individual services. During this period, personal consumption is the mainstream. It was not until modern times, industrialization and standardization of production before the consumer's personality is submerged in a large number of low-cost, single-oriented products upheaval. However, without a consumer psychology is exactly the same, every consumer is a market segment. Psychological sense of identity has become a consumer brand and product to make a purchase decision prerequisite personalized consumption is also bound to once again become a mainstream consumer.

(2) differences in consumer demand

不仅仅是消费者的个性化消费使网络消费需求呈现出差异性。对于不同的网络消费者因所处的时代、环境不同而产生不同的需求, 不同的网络消费者在同一需求层次上的需求也会有所不同。

Not just individual consumers consume the network presents a business trip heterosexual consumer demand. For different network era in which consumers as a result, different environments and have different needs, different network needs of consumers at the same level of demand will be different. So, in network marketing vendors to succeed, must from product conception, design, manufacturing, to product packaging, transportation, sales, seriously consider this difference, and for different consumer characteristics and adopt a targeted methods and measures.

(3) enhanced consumer initiative

在网上交易过程中，消费者可以直接参与企业的生产设计和商品流通循环，利用网络购物可以省去了传统营销模式中商品在中间商停留的中间环节，使得商品销售模式变为生产者—消费者，同时又由于网络传播的交互性和即时性，消费者一旦对产品有不同意见可以通过因特网直接反馈到生产者那里，从而生产者可以直接了解消费者市场，调整营销策略。

In the process of online transactions, consumers can directly participate in the production and circulation of commodities cycle design, the use of online shopping eliminates the traditional marketing model commodity brokers stay in the middle part of the merchandising sales model becomes the producer - consumer who, at the same time due to network dissemination of interactivity and immediacy, once consumers have different views on the products can be fed directly to the producer via the Internet there, so producers can directly understand the consumer market, adjustment of marketing strategy. So consumers can go to guide consumer behavior or as accumulated experience, will actively take the initiative to get in touch with businesses and generate purchase behavior.

(4) the purchase of convenience shopping needs and the pursuit of coexistence
In addition to shopping online shopping to meet the actual demands can also get a lot of information or entertainment, shops do not have access to traditional fun. Modern consumers pay more attention to the spirit of joy and hope in the shopping can remain relaxed state of mind and freedom. But shop-style shopping is often constitutes interference and obstacles for consumers, or a salesperson poor attitude, or the goods are not satisfied with the sh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。