摘要:随着互联网经济的迅速发展，网上购物已经伴随在人们的日常生活中。网络商城作为一个新兴的事物，在社会发展中占据着越来越重要的地位。丰富的商品信息，便捷的交易方式，更具价格竞争力的商品和宽松的购物环境，网络商城俨然已经成为时代的宠儿。它改变了传统意义上的的商业竞争模式，改变了消费者的消费观念、消费模式、消费特点和消费地位。有了网络，各个地区之间的经济交流沟通更加的方便快捷，这个时代正在在向网络经济时代蜕变。为了适应和更好的经营网络商城，网上商店从业人员必须理解消费者的网上购物行为和处理好与网上消费者之间的关系。为了帮助网上商店管理者达到这一目的，本文先理论分析了消费者商城购物行为影响的因素，再通过问卷调查，结合淘宝商城的案例分析，先肯定理论的正确性，然后指出心理因素与网站特性的联系，网站特性的重要性，同时根据网站特性给出合理的营销建议。

关键词： 消费者；网上购物；购物行为

Abstract:With the rapid development of the Internet economy, online shopping has been accompanied in people's daily life. Network of the city what as a new thing, plays a more and more important role in the development of the society. The wealth of information goods, convenient way of trading, more competitive prices and relaxed shopping environment, Internet shopping mall has become the darling of the times. It has changed the traditional business mode of competition, changes in consumer consumption concept, consumption patterns, consumer characteristics and consumer status. With the network, the economic communication between each area is more convenient, the time is in the transformation to the network economy era. In order to adapt and better business network mall, online store employees must understand the relationship between the consumer online shopping behavior and deal with online consumer. In order to help online store managers to achieve this purpose, this paper first analyses the factors affecting consumer shopping behavior, then through the questionnaire survey, combined with Taobao Mall case analysis, to determine the correctness of the theory, and then pointed out that the psychological factors and the importance of site characteristics, website characteristics, at the same time according to the reasonable site characteristics marketing suggestions.

Keywords  Consumer  Online shopping  Shopping behavior