消费者网上购物决策的影响因素分析一一以淘宝双十一为例进行分析摘要进入21世纪，电子商务得到了的高速发展，由于电子商务具有成本低和效率高的巨大优势，以及互联网的高速发展和具有巨大信息处理能力的网络营销系统的支持，使得网络消费者能够更加容易和准确地获得商品信息，越来越多的网民选择通过电子商务平台购物，网上购物已经融入到人们生活中。本文主要以“淘宝双十一”为例，对消费者网上购物决策的影响因素进行分析，阐述网上购物决策过程的产生与动机，以及网上购物动机对决策产生的影响，研究消费者网上购物决策的影响因素，并对“淘宝双十一”进行案例分析，总结出消费者网上购物的影响因素。关键词：消费者网上购物决策影响因素AbstractEnter twenty-first Century,e-commerce has been rapid development,theelectronic commerce has the advantages of low cost and high efficiency of the hugeadvantage,as well as the rapid development of the Internet and has great ability ofinformation processing network marketing system,the network consumer access toproduct information easier and more accurate,more and more Internet users choosethrough the electronic commerce platform shopping online shopping has intopeople's life.In this paper,with a "taobao shuangshiyi"as an example,analyzes theinfluence factors of consumers'online shopping decision making,this paper expoundsthe formation and motivation of online shopping decision process,and the impact ofthe online shopping motivation for decision-making,research the influence factors ofconsumers'online shopping decision making,and the "taobao double tenth caseanalysis,summarizes the influence factors of consumers'online shopping.Key words:consumer shopping online decision influencing factor目录1.2研究目的与方法.....1.3研究意义…32网上购物决策过程的产生与动机....2.1网上购物决策的界定及其产生的过程2.2消费者网上购物的动机.....2.3网上购物动机对决策产生的影响..3消费者网上购物决策的影响因素分析..·3.1个人影响网上购物的内部因素3.2个人影响网上购物的外部因素..4“淘宝双十一”案例分析......4.1“淘宝双十一”整体简述..4.2“淘宝双十一”数据分析.…4.3“淘宝双十一”取得成功的条件分析....94.4“淘宝双十一”对网上购物决策的影响因素105.1结论与启示...115.2提出建议..12致1