电商促销活动对大学生冲动性消费的影响研究

电商促销活动对大学生冲动性消费的影响研究摘要：随着互联网技术的不断发展，电子商务作为一种新兴的零售方式，已经逐渐渗透到人们的日常生活中。在网络购物逐渐成为人们购物方式的今天，越来越多的消费者选择在网络上进行购物。网络购物作为一种新兴的消费方式，不仅具有传统交易方式所具备的优势，而且其自身还具有鲜明的特点。而大学生作为我国网络购物市场的主力军，其冲动性消费行为具有显著特点。本文通过对冲动性消费的特点与影响分析电商促销活动对大学生冲动性消费行为的影响存在哪些问题，并提出减少大学生冲动性消费现象的对策。关键词：电子商务：网络购物：促销活动：冲动性消费Research on the Impact of E-commercePromotion Activities on ImpulsiveConsumption of College StudentsAbstract:With the continuous development of internet technology,e-commerce,as anemerging retail method,has gradually penetrated into people's daily lives.Today,Onlineshopping has gradually become the way people shop,and more and more consumers chooseto shop online.As a new consumption mode,Online shopping not only has the advantages oftraditional transaction mode,but also has its own distinctive characteristics.As the main forceof China's Online shopping market,college students'impulsive Consumer behaviour hassignificant characteristics.This paper analyzes what problems exist in the impact ofe-commerce promotion activities on college students'impulsive Consumer behaviour throughthe characteristics and impact of impulsive consumption,and proposes countermeasures toreduce the phenomenon of college students'impulsive consumption.Key words:E-commerce;Online shopping;Promotion activities;Impulsive consumption目录、绪论..(一)研究背景(二)研究目的及意义1.研究目的…2.研究意义(三)国内外研究现状.21.国内研究现状.22.国外研究现状…。.3二、相关理论综述.4(一)冲动性消费(二)冲动性消费的特点.4(三)电商促销方式….51.赠礼促销..52.赠礼促销.…......S3.红包促销.54.抽奖促销.65.积分促销..7(四)冲动性消费的影响因素.81.促销方式..82.促销内容.83.促销时间…..94.促销产品信息.….95.促销道德..9三、电商促销活动对大学生冲动性消费行为的影响.10(一)电商促销活动的类型…10(二)电商促销活动对冲动性消费的影响分析.101.网络促销刺激冲动性消费102.网络促销活动刺激冲动性消费113.电商促销活动引导冲动性消费.12