摘要
随着经济、互联网的发展,对目标群体消费行为的研究成为制定有效营销策略的前提。如今,大学生已成为网购消费的主要群体,针对大学生群体制定有效的营销策略,是各网络商家目前最应考虑的问题。本研究通过AHP法对大学生网购消费行为进行分析,探索影响大学生网购消费行为的主要因素,以此来为广大网络营销者提供有效的营销策略。
With the development of economy and Internet,the researchon the consumption behavior of target groups has becomethe prerequisite for formulating effective marketing strategy.Nowadays,college students have become the main group of onlineshopping consumption,the network business should considerthem most to develop effective marketing strategy.In this study,the AHP method is used to analyze the online consumption behaviorof college students,to explore the factors that affect theironline shopping consumer behavior,so as to provide effectivemarketing strategies for the majority of network marketers.
出处
《科教文汇》
2017年第21期135-136,155,共3页
Journal of Science and Education
基金
江苏大学社会科学基金项目(15C1092)
关键词
大学生
网络购物
消费行为
影响因素
college student
network shopping
consumer behavior
influencing factor
