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摘要随着我国信息技术、计算机技术、网络技术的高速发展，我国的网络购物市场得到了快速的发展。在日新月异的互联网技术背景下，网络购物也逐步形成一个体系。与此同时，我国社会经济水平的高速增长，人们物质要求也在不断提高，消费水平和消费能力也持续增长。现阶段，网购已经是人们日常生活中极为常见的购物方式之一，3C类产品是较早就在网络渠道销售的产品，在网购市场份额中占有较高的比例。网络购物的便捷性、高性价比、品种多、类目全的优势让越来越多的人选择网络购买渠道，然而在利益的驱使下，3C产品网购市场也日趋复杂，产品质量鱼龙混杂，参差不齐，质量无法得到有效的保证，加之网购信息安全、财产安全问题频发，许多人对于网购3C产品都纷纷望而却步。为了进一步的促进3C产品网购市场的健康发展，找出消费者网购3C产品的心理行为与购买行为之间的关联性，具有很强的现实意义和理论意义。58544
With the rapid development of information technology, computer technology and network technology in China, the online shopping market in our country has been developing rapidly. In the ever-changing Internet technology, online shopping has gradually formed a system. At the same time, the rapid growth of China's social and economic level, people's material requirements are also constantly improving, the level of consumption and consumption capacity is also continuing to grow. At this stage, online shopping has been one of the most common way of shopping in daily life, 3C products is the earlier in the online channel sales of products, the share of online shopping market share in a higher proportion. Online shopping convenience, high price, many varieties, category of advantage for more and more people choose to buy a network channel, however in the interests of the driven, 3C products online shopping market is becoming more and more complicated, the quality of the products was mixed, uneven quality can not be effectively guaranteed, coupled with online shopping information safety, property safety problems frequently, many people for 3C products online shopping have prohibitive. In order to further promote the healthy development of 3C products online shopping market, to find out the relationship between the psychological behavior and the purchase behavior of consumers online shopping 3C products, has a strong practical significance and theoretical significance.
毕业论文关键词：3C产品； 网购； 心理因素；调查
Keywords: 3C products；online shopping；psychological factor ；investigation
目 录
1. 引言 1
1.1 研究背景 1
1.2 研究意义 1
1.3 研究方法与技术路线 1
1.3.1 研究方法 1
1.3.2 研究技术路线 1
1.4 论文结构 1
2.1 网购信任与消费者网购行为研究 2
2.2. 在线产品和服务质量与消费者网购行为研究 2
2.3 功利动机与网购消费者行为研究 3
2.4 感知风险与网购消费者行为研究 3
3. 制约消费者网购3C产品的心理因素 4
3.1 3C产品以及3C产品网购特征 4
3.1.1 选择范围更大