The purchase decision-making proces

The purchase decision-making process of consumers in the network marketing environment is still the same as that in the traditional marketing environment, but the content in each stage has changed: (1) problem cognition. Under the traditional offline shopping environment, the consumer purchase demand appears to be more direct, directly through the consumerundefineds tactile, visual and auditory interaction; under the network virtual environment, consumers will get the relevant shopping information from some network media and some online communities, and the consumer demand will be affected by all kinds of online media to a great extent. (2) collecting information. In the traditional offline shopping process, consumers must travel between the major physical shops when searching for commodity information, which is time-consuming and laborious. However, the online shopping environment enables consumers to borrow a variety of network resources for information collection, and can easily obtain a large number of relevant information, which includes not only the marketing information of other sellers, but also the consumer experience of other buyers. (III) Evaluation options. In the traditional marketing environment, consumers can intuitively and carefully compare and evaluate the attributes of goods, and then select the goods that best meet their own requirements, but the limitations of the network environment make consumers can only evaluate the goods according to the text and image description of the goods by the sellers, can not directly touch the perception, and consumers can not identify the credibility of the information provided by the merchants. Consumers are more inclined to refer to the post-purchase evaluation of purchased users belonging to the same consumer group to carry out commodity evaluation. Whether the online seller describes the goods fully or not, the reputation level of the website will have an effect on the evaluation of consumers.