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在网络技术发展突飞猛进的今天,互联网利益惠及经济社会发展,网络营销已经成为新兴商业销售渠道,正在成为消费者生活购物的重要载体。电子商务营销为消费者市场交换活动带来了低成本比较优势,网络营销模式促进了城市消费者购买行为的转变。对电子商务环境下消费者购买行为方式变化的研究关乎企业营销管理策略的制定,有必要针对这种变化的内容、性质、原
Today, with the rapid development of network technology, the interests of the Internet benefit economic and social development. Network marketing has become a new commercial sales channel and is becoming an important carrier of consumer life shopping. E-commerce marketing brings low-cost comparative advantages to the exchange activities of consumer markets. The network marketing model promotes the transformation of urban consumers’ purchasing behavior. The research on the change of consumers’ purchase behaviors in e-commerce environment is related to the formulation of marketing strategy. It is necessary to deal with the content, nature,