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以“11.11”为代表的网购狂欢节日已经成为国内消费者消费的重要战场。麦肯锡的报告显示,到2020年,中国城市家庭税后收入将会达到8000美元一年,这与韩国的平均收入水平几乎相当~[1]。在这一大趋势下,中国城市家庭消费者们正快速地从“价格追求者”转换成为情感型的自由消费者,也就是说他们的消费观往往会被情绪所控制。本文以“11.11”全球网购狂欢节为例,通过对2015年“11.11”消费者情绪化消费情况进行问卷调查,并结合相关理论对网购狂欢中情绪化消费的成因及影响进行探析,并提出创新性建议,从而为“11.11”期间企业“突围”和消费者理性消费提供一定的参考。
The “online shopping carnival” represented by “11.11 ” has become an important battlefield for consumer spending in China. According to a report by McKinsey, China’s urban households will have an after-tax income of $ 8,000 a year by 2020, which is almost the same as the average income of South Korea. [1] Under this trend, Chinese urban family consumers are rapidly converting from “price pursuers ” to emotional free consumers, meaning their consumption attitudes tend to be controlled by emotions. This paper takes the “11.11” global online shopping carnival as an example. Through the questionnaire survey on the consumer sentiment consumption in “11.11 ” in 2015 and the related theories, the author analyzes the causes and effects of emotional consumption in online shopping carnival , And put forward some innovative suggestions, so as to provide some reference for the enterprises “Breakthrough ” and consumer rational consumption during “11.11 ” period.