摘要
本文深入研究了电子商务环境中的消费者购买决策过程，旨在揭示其内在机制及影响因素。论文概述了传统消费者购买决策过程的理论模型，并分析了电子商务环境对其产生的深远影响及新特点。论文详细阐述了电子商务中消费者购买决策过程的五个阶段：问题识别与需求产生、信息搜索与评估、方案评价与选择、购买决策与支付以及购后评价与反馈。在此基础上，论文进一步探讨了影响消费者购买决策的关键因素，包括产品因素、商家因素、消费者个人因素。为优化电子商务中消费者购买决策过程，论文提出了多项策略，如提升产品信息的透明度与可比性，强化消费者信任与满意度，利用大数据与人工智能技术提升消费者体验。这些策略旨在为消费者提供更便捷、高效的购物体验，同时促进电子商务行业的健康发展。本文的研究不仅有助于企业更好地理解电子商务环境下消费者的购买决策过程，也为企业制定针对性的市场策略提供了理论支持和实践指导。
关键词：电子商务；消费者购买决策；影响因素
Abstract
This paper deeply studies the purchasing decision-making process of consumers in e-commerce environment, aiming to reveal its internal mechanism and influencing factors. This paper summarizes the theoretical model of traditional consumer purchasing decision-making process, and analyzes the far-reaching influence and new characteristics of e-commerce environment on it. This paper elaborates the five stages of consumer purchasing decision-making process in e-commerce: problem identification and demand generation, information search and evaluation, program evaluation and selection, purchase decision and payment, and post-purchase evaluation and feedback. On this basis, the paper further discusses the key factors that affect consumers' purchasing decisions, including product factors, merchant factors and consumer personal factors. In order to optimize the purchasing decision-making process of consumers in e-commerce, the paper puts forward a number of strategies, such as improving the transparency and comparability of product information, strengthening consumer trust and satisfaction, and using big data and artificial intelligence technology to improve consumer experience. These strategies aim to provide consumers with a more convenient and efficient shopping experience while promoting the healthy development of the e-commerce industry. The research in this paper not only helps enterprises better understand the purchasing decision-making process of consumers in the e-commerce environment, but also provides theoretical support and practical guidance for enterprises to formulate targeted market strategies.
Keywords： Electronic commerce; Consumer purchase decision; Influencing factor
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
二、理论基础 3
（一）消费者购买决策过程的传统模型 3
（二）电子商务对消费者购买决策过程的影响 3
（三）电子商务环境下消费者购买决策过程的新特点 4
三、电子商务中消费者购买决策过程的阶段分析 5
（一）问题识别与需求产生 5
（二）信息搜索与评估 5
（三）方案评价与选择 6
四、影响电子商务中消费者购买决策的关键因素 7
（一）产品因素 7
（二）商家因素 7
（三）消费者个人因素 8
五、优化电子商务中消费者购买决策过程的策略 9
（一）提升产品信息的透明度与可比性 9
（二）强化消费者信任与满意度 9
（三）利用大数据与人工智能技术提升消费者体验 10
结 论 11
参考文献 12
