论文部分内容阅读
1引言1.1研究背景进入21世纪以后,电子商务成为商业领域的伟大变革,作为引领潮流紧贴时代的女鞋行业,网络购物正在成为一种时尚。根据艾瑞咨询2008中国服装电子商务发展报告和北京正望咨询2009中国服装品牌与服装网购调研报告显示,鞋服是目前网购人数最多、金额最高的商品[1],而女性已成为鞋服网购中的主力军。鞋服消费者会随着经济、文化、社会的发展而变化,因此,全面分析女性网购消费者的消费行为、消费心理和需求喜好,有利于电商抓住女性消费者的消费特征,从而为抢占女鞋电子商务市场赢得先机。
1 Introduction 1.1 Research Background Entering the 21st century, e-commerce has become a great revolution in the commercial field. As a women’s shoe industry leading the trend of the times, online shopping is becoming a fashion. According to iResearch Consulting 2008 China Apparel Business Development Report and Beijing Looking Forward Consulting 2009 China Apparel Brands and Apparel Online Shopping Research Report shows that the largest number of online shopping shoes online shopping, the highest amount of goods [1], while women have become online shopping In the main force. Shoes and apparel consumers will change with the economic, cultural and social development, therefore, a comprehensive analysis of female online shopping consumers consumer behavior, consumer psychology and demand preferences, is conducive to e-commerce consumers to seize the consumer characteristics of consumers, so as Seize women’s shoes e-commerce market to win opportunities.