What are the characteristics of online consumers?
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
Due to the emergence of e-commerce, the consumption concept, consumption mode and the status of consumers are undergoing important changes. The development of e-commerce has promoted the improvement of consumers' status; The huge information processing capacity of the online marketing system provides unprecedented choice space for consumers to choose goods, making consumers' purchase behavior more rational. The network consumption demand mainly has the following characteristics:
1. Return of consumer personality
Individualized demand is a kind of psychological demand that reflects and highlights self. The standardized and popular products of traditional commerce can hardly meet this demand. The interactivity of the network creates conditions for meeting this demand, which is also Website design An important reason to attract consumers. Personalized needs include personalized services and products. How enterprises provide personalized products and services to consumers is a problem that can not be ignored when enterprises carry out online marketing. In the middle of July 2000, Song Mingwei, a resident of Harbin, China, was ingenious in ordering a left door refrigerator for special needs from Haier Refrigerator Company through the Internet and asked for delivery within 7 days. A week later, the unique Haier BCD-130E left door refrigerator was delivered to the buyer's home as scheduled. This is the first personalized refrigerator sold by Haier through e-commerce, and also the first home appliance product customized online in China. This means that the era of consumers' passive acceptance of goods is slowly coming to an end. They can design their favorite products according to their own needs and preferences, thus realizing the strategic shift of the household appliance industry from the traditional marketing model to the business model to meet the personalized needs of consumers in the new economic era.
2. Difference of consumption demand
On the one hand, the individual consumption of consumers makes the network consumption demand show differences; On the other hand, different online consumers will have different needs due to their different times and environments. Therefore, if the manufacturers engaged in online marketing want to succeed, they must think about these differences in the whole production process, from product conception, design and manufacturing to packaging, transportation and sales of marketing website construction products, and take corresponding measures and methods according to the characteristics of different consumers. For example, according to different customer regions, enterprises can divide the service market into domestic and foreign markets. If an enterprise aims to serve the domestic market, its website design and marketing strategy can only use the Chinese version; If an enterprise locates its service target in a foreign market, it should use English or the local language of the target market. At the same time, it needs to design multiple languages to meet the needs of customers in different regions.
3. Increased consumption initiative
The increase of consumption initiative comes from the increase of uncertainty in modern society and the desire for psychological stability and balance of human needs. The online market is a buyer's market. Consumers are more active in consumption. They no longer passively accept the products promoted by businesses, but actively seek and choose the products they need to meet their needs. Perhaps this kind of analysis is not very sufficient and reasonable, but consumers can get a psychological balance from it to reduce the sense of risk or regret after purchase, and increase the degree of trust in products and psychological satisfaction. The website of Mary Kay Cosmetics Co., Ltd. contains the product information that many female consumers want to know. The website introduces Ms. Mary Kay Alh, company history, corporate culture, featured services, international distribution, product series, beauty and skin care games, new products of the month and promotional information. Consumers can learn about the legendary life of Mary Kay, the founder of Mary Kay brand and the world's most successful female entrepreneur, through their own active browsing; Understand Mary Kay's sales strategies and methods; You can test the makeup effect online by simulating makeup masters; You can click the "Purchase" button to directly conduct online shopping. Through the above series of active experiences, online consumers have deepened their trust in target commodities and strengthened their desire to buy.
4. Rationalization of consumer choice
In the network environment, consumers face a network system, a computer screen, which can avoid the influence and temptation of noisy environment and other factors. The scope of commodity selection is also not subject to geographical and other constraints, and consumers can rationally regulate their consumption behavior. The huge information processing capacity of the online marketing system provides consumers with an unprecedented choice space for selecting goods. Consumers use the information they get online to compare goods, make full use of various quantitative analysis models, and make more rational purchase decisions. For the procurement and purchase personnel of the unit, their procurement channels and vision will no longer be limited to a few regular and fixed order meetings or a few fixed suppliers, but will select a wide range of manufacturers and products with good quality, reasonable price and best reputation. They can use pre designed procedures to quickly compare comprehensive indicators such as purchase prices, transportation costs, preferences, discounts and time efficiency, and finally select favorable purchase channels and channels.
5. Pursue the convenience and enjoyment of the consumption process
There are two trends in people's pursuit of the actual consumption process: some consumers with high work pressure and tension aim at convenient purchase, and they seek to save time and labor costs as much as possible; Another part of consumers, due to the improvement of labor productivity, have more free time. They hope to find the joy of life through consumption. The network can meet consumers' demand for shopping convenience. on the internet; Everything is simple and fast, and consumers can visit virtual stores at home. After purchase, if there are problems in the use process, consumers can contact the manufacturer via E-mail at any time to get timely technical support and services from the seller. This process is very convenient, fast, and costs very little. The network also meets consumers' demand for shopping enjoyment. In addition to fulfilling the actual shopping needs, consumers can also get a lot of information and enjoy the fun of shopping in various traditional stores while purchasing goods online. Some freelancers or housewives hope to find fun in life, keep in touch with the society, and reduce the sense of psychological loneliness by helping them pass the time. Therefore, they are willing to spend more time and energy on shopping, which can bring them fun and meet their psychological needs.
6. Price is still an important factor affecting online consumption
From the perspective of consumers, price is not the only factor that determines consumers' purchase, but it is a factor that consumers must consider when purchasing goods. Online consumers are more rational and open-minded, and quality and price will become their main considerations, that is, they want to buy the best quality products at the lowest possible price. The Internet can help them get price information and purchase at the lowest price. This is one of the important reasons why online shopping has vitality. For example, during the joint domestic fight against "SARS" in 2003, Dangdang timely launched the activity of "free delivery of 1 yuan products to newly registered users", that is, all newly registered users can buy designated books and audio-visual products at the price of 1 yuan, and enjoy the treatment of free delivery at the same time. This activity immediately aroused the positive response of netizens. After this activity, Dangdang claimed that its registered users had exceeded Excellence.
7. Consumption is still hierarchical
Under the traditional business model, people's consumption level follows Abraham H. Maslow's demand level theory, which generally starts from the low level needs and gradually extends and develops to the high level needs, that is, first meet the basic needs of individual survival, then pursue the spiritual needs. In online consumption, because online consumers are generally young people with higher education, and online consumption itself is a kind of high-level consumption, it is generally to meet spiritual needs at the beginning of consumption. However, online consumption still shows a hierarchical nature. This is because, at the mature stage of online consumption, when consumers have fully mastered the laws and operations of online consumption, and have a certain sense of trust in online shopping, they will gradually shift from the purchase of spiritual consumer goods to the purchase of ordinary consumer goods. For example, the increase in the product categories of Amazon.com and Dangdang.com is a good proof. Consumers usually buy books through online bookstores and CDs through online CD stores, and finally gradually turn to durable consumer goods and daily consumer goods.
8. Advance and inducibility of consumer demand
According to the statistics of China Internet Information Center, consumers who shop online are mainly young and middle-aged people with high income. These consumers prefer advanced and novel products, and are more attentive and easily attracted by new consumption trends and product introductions. E-commerce has created a global virtual market. In this market, The most advanced products and the most fashionable goods will meet consumers at the fastest speed. Online consumers, mainly young people with advanced awareness, will inevitably soon accept these new products (both domestic and foreign), thus driving consumers around them to cause a new round of consumption boom. Manufacturers engaged in online marketing should give full play to their own advantages, adopt a variety of promotional methods, inspire and stimulate the new needs of online consumers, arouse their purchase interest, and induce online consumers to turn potential needs into real needs.
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