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2009年,淘宝第一次在11月11日举办“光棍节”促销活动并大获成功,自此之后的每一年,各大电商逐渐把双十一作为竞争的主场,这场网购的狂欢潮流极大地推动了互联网消费的热潮。而消费者在这个网购狂欢节中的心理活动和行为意向,成为各大电商企业和商家关注和研究的焦点。本文主要从消费者认知的角度,分析了“双十一”对消费者行为产生的影响,以对今后的电商行业有所帮助。
2009, Taobao for the first time on November 11 “Singles Day” promotion and success, every year since then, the major electricity supplier gradually Double 11 as the home of competition, this The online shopping carnival trend has greatly promoted the Internet consumption boom. And consumers in this online shopping carnival in the psychological activities and behavioral intentions, as the major electric companies and businesses focus and research focus. This paper mainly analyzes the influence of “Double Eleven” on consumer behavior from the perspective of consumer cognition to help the future e-commerce industry.