Internet consumption psychology
Source: Shangpin China |
Type: website encyclopedia |
Date: August 24, 2012
Beijing website construction The company pursues products in China: the era of consumer dominance has come. In the face of more abundant commodity choices, consumer psychology and behavior in the Internet environment are more complex and subtle, which directly affects the operating effect and development space of enterprise network marketing.
1. Consumer 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. John Nasbit, a famous American futurist, and his wife believed in the book "General Trends in 2000" that people will use Swedish IKEA furniture in the future, eat American McDonald's, hamburgers and Japanese sushi, drink Italian cappuccino coffee, wear American Benetton, listen to British and American rock music, and drive Korean Hyundai cars. Although these descriptions may not be understood and accepted by all people for a while, there is no doubt that in the Internet age, the global and local cultures coexist, and cultural diversity brings about a strong fusion of consumption tastes. People's consumption concepts are strongly impacted, especially young people have a strong purchase motivation for culture oriented products, The Internet, which transcends time and space constraints, can just meet this demand.
2. Pursue personalized consumer psychology
With the development of the consumer goods market today, most products are extremely rich in both quantity and quality. Consumers can select and purchase goods or services based on their personal psychological desires. Modern consumers are often imaginative, eager for change, like innovation, and have strong curiosity, which puts forward higher requirements for personalized consumption. What they choose is no longer just the practical value of goods, but also different, fully reflecting the individual's own value, which has become the primary standard of their consumption. It can be seen that personalized consumption has become the mainstream of modern consumption.
3. Pursue independent and independent consumption psychology
In the trend of social division of labor becoming increasingly subdivided and specialized, consumers' sense of purchase risk increases with the increase of choices, and they are tired of and distrust the traditional "spoon feeding" marketing model. It is particularly prominent in the purchase of large durable consumer goods. Consumers often take the initiative to obtain information related to commodities through various possible ways and make analysis and comparison. They can obtain a psychological balance to reduce their sense of risk and enhance their trust in products and psychological satisfaction.
4. Pursue the consumption psychology of self expression
Online shopping is a positive action out of personal consumption intention. It usually takes more time to browse, compare and select online virtual stores. The unique shopping environment and the purchase way that is different from the traditional transaction process will cause consumers' curiosity, detachment and personal emotion changes. In this way, consumers can challenge businesses according to their own wishes, take themselves as the center, act according to their own ideas, and fully express themselves in consumption.
5. Pursue convenient and fast consumption psychology
For modern people who cherish time like gold, it is more important to be instant, convenient and handy in shopping. The traditional process of selecting goods can be as short as a few minutes and as long as a few hours. In addition, the time of round trip consumes a lot of time and energy for consumers. Online shopping makes up for this defect. The survey data of the Statistical Report on the Development of China's Internet released by CNNIC shows that the number of people who shop online based on saving time accounts for 49.29% of the total number of online consumers.
6. Consumer psychology seeking to avoid interference
Modern consumers pay more attention to spiritual pleasure, personality realization, emotional satisfaction and other high-level needs. They hope to be able to see and choose freely in shopping, maintain a relaxed and free psychological state, and maximize the satisfaction of self-esteem. However, the sales service provided by the merchants in the store style shopping often interferes with and hinders consumers, and sometimes the overly enthusiastic service even scares away consumers.
7. Pursue the consumer psychology of good quality and low price
Even though marketers tend to use other marketing differences to reduce consumers' sensitivity to price, price is always the most sensitive factor for consumers. Compared with traditional stores, online stores can enable consumers to understand goods more directly and intuitively, and can carefully select and shop around. In response to this psychology of consumers, e-commerce network took the lead in opening a "special price hot sale" column nationwide, summarizing more than 30 hot sale information from well-known websites such as Sina, 8848, online hunting, all, and Kubid. Consumers can easily get the information and prices of each hot selling product as long as they enter the "Second Special Price" column of the e-commerce website, and then quickly enter the website that consumers think is suitable through links to complete shopping activities. This kind of online sales meets the consumers' pursuit of good quality and low price.
8. Consumer psychology in pursuit of fashion goods
New things are constantly emerging in modern society. Driven by this trend, consumer psychology is less stable. It keeps pace with the society in terms of psychological transformation speed. In terms of consumer behavior, it needs to know and buy the latest goods in time, and the product life cycle is constantly shortened. The continuous shortening of the product life cycle in turn will further accelerate the psychological transformation of consumers. Traditional shopping methods can no longer meet this psychological need. This article was published in Shangpin China, a UEO marketing website construction company //ihucc.com/
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