改革开放后,国民经济迅速发展,国内民众对国外商品的关注度显著提高,海外购买能力也明显增强。在消费者购买行为形成的过程中,多种因素影响着消费者做出决策,这些因素不仅影响着消费者的购买意向和购买行为,也影响着企业制定营销决策的全过程。本文对影响消费者海外购买行为的因素进行分析,找出是何种因素在何时如何影响着消费者做出决策,根据实际情况,对国内营销主体的营销手段提出改进措施和建议。 After the reform and opening up, the rapid development of the national economy, the domestic public’s attention to foreign goods significantly increased, overseas purchasing ability has also significantly increased. In the course of the formation of consumers’ purchasing behavior, many factors affect consumers’ decision-making. These factors not only affect consumers’ purchase intention and purchase behavior, but also affect the whole process of making marketing decisions. This article analyzes the factors influencing consumers ’overseas purchasing behavior and finds out what factors influence consumers’ decision-making. According to the actual situation, this article puts forward some improvement measures and suggestions for the marketing methods of domestic marketing entities.