Research on Consumer Behavior in Online Shopping

Modern marketing theory holds that understanding market demand and desire and analyzing consumer behavior are the starting point of enterprise marketing, and its ultimate goal is to develop marketable goods to meet consumers' needs; A well-planned marketing plan must be based on careful market research, which can prompt the company to adjust its marketing strategy in time and guide marketers to formulate reasonable product promotion and promotion plans. With the rapid development of digital technology, the Internet provides a powerful tool for market research.

First, online consumer behavior analysis

Consumer behavior analysis is an important part of economic research. In the past, this research mainly focused on traditional shopping behavior, but online shopping is different from traditional shopping activities. Therefore, online sellers should pay more attention to online consumer behavior.

(A) the types of online consumers

Consumers who shop online can be divided into the following categories:

1. Simple schizophrenia

Simple customers need convenient and direct online shopping. They only spend a little time online every month, but they complete half of the online transactions. Retailers must provide real convenience for such people and make them feel that buying goods on your website will save more time.

2. Surfing type

Surfers account for 8% of ordinary netizens, but they spend 32% of their time online, and they visit four times as many web pages as other netizens. Internet users are interested in websites that are constantly updated and have innovative design features.

3. Access type

Access customers are newcomers to the Internet, accounting for 36%. They seldom shop, but prefer chatting online and sending free greeting cards. Companies with famous traditional brands should pay enough attention to this group of people, because network novices are more willing to trust their familiar brands in their lives.

4. Type of negotiation

Bargaining customers account for 8% of netizens. They have an instinct to buy cheap goods. More than half of the customers on the famous Yi Bei website belong to this type. They like bargaining and have a strong desire to win in the transaction.

5. Ordinary and sports

Internet users who are regular and active are usually attracted by the content of the website. Ordinary netizens often visit news and business websites, while sports netizens like sports and entertainment websites.

At present, the challenge faced by online providers is how to attract more netizens and try to turn website visitors into consumers. We believe that online vendors should focus on one or two of them, so as to be targeted.

(B) consumer online shopping activities

Online shopping refers to the process that users browse and search related commodity information in the online virtual shopping environment in order to complete shopping or related tasks, so as to provide necessary information for purchasing decisions and implement decision-making and purchase.

Psychologists call consumers' shopping activities a problem-solving process or an information processing process of purchasing decision, which is generally divided into three stages: demand determination, information search before purchasing and evaluation of substitute goods. Consumers' purchasing decision-making process is actually a process of collecting relevant information, analyzing and evaluating, which has different degrees of behavioral and psychological load.

(C) consumer network information space activities

The cognitive and task activities of consumers' network information space can be divided into the following three ways:

1. browsing: informal and opportunistic, with no specific purpose, low efficiency in completing tasks, largely relying on external information environment, but it can better form an overview of the whole information space structure. At this point, users' activities in cyberspace are like browsing a newspaper at will. He can get a general idea of what the newspaper information includes, and whether he can read a message in detail depends on the layout position and title design of the information.

2. Search: looking for new information in a certain field. The information collected in the search helps to achieve the ultimate goal of discovering new information. When searching, users must access many different information sources, and search activities are highly dependent on landmarks. Users' search in the network information space is like consulting newspapers according to the catalogue to obtain a certain kind of specific information.

3. Search: It is the process of searching and locating specific information in a large information set. The purpose of seeking is strong and the activity efficiency is the highest. For example, after users locate tourism information according to the classified catalogue, they compare and choose among many tourism information.

Second, research strategies on the Internet

One of the most complicated problems in online market research is that you never know who the visitors of our company's website are. Marketers must adopt appropriate strategies to identify visitors. Because it is not easy to ask visitors to answer questions online, especially when they spend time and money surfing the Internet and visiting other websites unrelated to marketing research. Visitors will definitely not fill out a 20-page questionnaire and ask them what they like and dislike. When the questionnaire involves income and purchase methods, few people pay attention to it. There are several strategies to collect visitor information on the Internet:

(1) Ask visitors by email or visitor register.

Internet can build a bridge of friendship between marketers and customers. Among them, e-mail and visitor register play a key role. An HTML form can be attached to an e-mail. Customers can click on the relevant topic in the form interface, fill in the relevant information with the recipient's email address, and then send it back to the company. Marketers can get detailed information of visitors through e-mail and visitor register. If a considerable number of visitors respond, marketers can analyze the company's sales statistics.

(b) The average regional income can be determined by determining the postal code of tourists.

The marketing situation in different regions is different, so the marketing strategies in different regions should be different. Marketers should know the average income of a certain area in order to adopt appropriate marketing strategies. On the Internet, after determining the postal code of a visitor, marketers can find out the region where the visitor is located, thus estimating the average income of the region.

(three) to provide prizes or free goods to tourists

If you tell tourists that you can get prizes or free goods, they will definitely tell you where to send them. You can easily know their names, addresses and e-mail addresses. This strategy has proved to be effective. It can reduce the number of inaccurate information sent by visitors who are worried about the infringement of their personal websites, thus enabling marketers to improve the efficiency of research.

(d) Using software to detect whether the visitor has completed the questionnaire.

Visitors often miss some information unintentionally or intentionally. Marketers can use some software programs to determine whether they have filled out the questionnaire correctly. If the visitor misses something in the questionnaire, the questionnaire will be re-sent to the visitor for supplementary filling. If visitors complete the questionnaire as required, they will receive a bulletin board on their personal computers to confirm the completion. However, this strategy cannot guarantee the authenticity and reliability of the information reflected in the questionnaire.

(5) Don't mention problems that annoy potential customers.

When personal questions are mentioned in the questionnaire, visitors generally refuse to answer them. No matter in any country, some questions involving personal privacy should not appear in the questionnaire. Such as personal income, personal fear and other sensitive content.

(6) Conducting selective surveys.

People are usually willing to take part in surveys and opinion tests, especially when the questions mentioned are short and to the point. An effective strategy is that when making a questionnaire, marketers should set two buttons (Yes/No) after each question, so that visitors can express their views intuitively.

(7) Test the number of questions that visitors are willing to answer.

When doing research on the Internet, if you ask too many questions, visitors will be reluctant to participate. Therefore, how to master the number of questions contained in the questionnaire has become a skill for marketers to design the questionnaire. The optimal number of questions in the questionnaire is different in every industry. How to make the research effective depends on the marketing staff to sum up from the actual operation and make a perfect questionnaire.

Third, the steps of online market research

Network research not only has certain strategies, but also has corresponding steps. Now described as follows:

(a) select a search engine

Choose a convenient and applicable search engine before conducting market research on the Internet. Search engine refers to an electronic pointer that can find the content of the object you want to investigate in time. It can read, analyze and store information obtained from millions of private web pages. This information can be identified by a series of keywords and other parameters, such as the start and end dates of the survey. With the help of search engine, you can enter the search of related topics.

(B) determine the research object

Generally speaking, the objects of online research can be divided into three categories: consumers of company products; Competitors of the company; Company partners and neutrals in the industry. In the process of market research, marketers should pay attention to these three kinds of objects, but they should also focus on them.

(3) Ask relevant research objects

After determining the research object, marketers send relevant queries to personal homepages, newsgroups and mailing lists on the Internet by e-mail.

Personal homepage on the Internet is very important. Marketers use search engines to access personal websites. Consumers and potential consumers of the company's products can be investigated. As long as the individuals interviewed are willing, they will respond by email through the Internet. Marketers can ask questions about the information in the mailing list and get a reply.

(d) population information analysis

Demography is a very important part of market research. Marketers mainly count the number of people who visit the company's website, so as to analyze the distribution range of customers and the location of potential consumer markets. Now there is a demographic technology on the Internet, which is the target object recognition method. This technology can track visitors on the application website, thus helping marketers to accurately grasp the demographics of visitors.

(five) to determine the applicable information services.

There are many comprehensive information service websites about different regions and industries on the Internet. After determining the research object and research area, marketers can choose the corresponding site for information inquiry. When selecting information services on the Internet, marketers should consider the following factors: (1) Where does the information provided by the selected services come from? (2) Does the information provided meet the investigation requirements? (3) What is the update speed of information release? (4) How is the information transmitted? Can you send it directly to the personal computer? 5] Are there any special rules when sharing or printing information on the Internet?

Marketers should choose the most convenient and applicable information service from the above five aspects. After determining the applicable information service, marketers should establish a special service system for tracking and processing information to cooperate with the progress of consumer research and make objective decisions.

(VI) Analysis of market changes

After obtaining a large amount of information from the Internet, marketers must sort out and analyze the information. Faced with a huge amount of information and data, marketers can quickly analyze it with computers. The results of this analysis are usually true and credible. After analyzing the information, marketers should write an illustrated market analysis report to reflect the market dynamics intuitively, so that the company's decision makers can adjust their marketing strategies in time according to the company's situation.

Now, many companies in the world use the Internet and other online services to conduct market research, and have achieved satisfactory results. Compared with traditional market survey, online market survey has the advantages of timely information, convenience, low cost and objective survey results. However, the popularization of online research is still difficult. Consumers are not used to this new market research method, and the lack of network software and hardware leads to poor research process and lack of professional network researchers. However, with the popularization and application of the Internet and the change of people's traditional ideas, market research on the Internet is gradually taking shape.

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