Internet consumption behavior

For Internet users, shopping is no longer a one-way transaction, but a two-way interaction. Internet consumption behavior is a two-way interactive process, as well as an iterative process. Internet consumption behavior can be divided into two categories: virtual/real consumption behavior and real consumption behavior; the other type is user’s own consumption behavior. It is a relatively difficult and time-consuming task to understand the consumption behavior of users through the characteristics and characteristics of the Internet. However, both Internet consumers and offline consumers have similar behavioral processes around us.

1. User groups

Subdivision of user groups: User groups refer to some experience characteristics of a certain group of attitudes or emotions towards a certain thing. In online consumption behavior, if we subdivide the population into “mobile users”, “mobile end users” and “Generation Z”, then we can divide them into two categories: “user groups” and “mobile users”. parts. Mobile users refer to those who have certain Internet habits and consumption concepts, are willing to use mobile phones to browse goods or services, and use the Internet to complete transactions or payment behaviors; they also include a certain economic foundation and self-control; they have no fixed commuting time. Mobile users have two characteristics: they don’t need to go to the bank to do business; they don’t have a fixed phone or space for them to go online; and they don’t have the opportunity to go to the bank for various reasons.

2. Scene type

There are currently two main types of Internet consumption scenarios: offline scenarios and online scenarios. Among them, the offline scene refers to the scene where users go to shopping malls, supermarkets and other places to shop and consume behaviors. Online scenarios refer to consumption behavior scenarios such as users go to online shopping platforms to place orders and make transactions or express deliveries to their homes, or go to offline stores to experience products. The specific scenario can be analyzed from the following three aspects: the first aspect is the product usage scenario, such as how the APP realizes the precise marketing and promotion of the product; the second aspect is how the user’s use behavior affects the user’s satisfaction and evaluation of the product etc.; the third aspect is whether users themselves have shopping experience to make decisions and give feedback on product use. Among them, there are many factors affecting user experience in online scenarios. Data analysis can be used to find out what pain points or problems users have in online consumption; how to improve user satisfaction or evaluation in the experience; and what channels users use to purchase online and so on; the fourth aspect is factors that affect users’ offline purchase decisions and whether they are willing to purchase such behaviors again.

3. User Behavior Characteristics

There are some similarities in the behavioral characteristics of Internet consumers and offline consumers. For example: there are certain differences in the preferences of users when shopping online. At the same time, in offline consumption, users will also prefer products or services purchased by themselves or shared with friends.

4. Is the user’s shopping behavior based on the consumption behavior in the Internet environment, or based on personal hobbies or real life needs?

The consumption behavior of these two types of users is based on the consumption behavior in the Internet environment. These two types of users have their own relatively clear needs when choosing and using products, and they also make choices based on their behavior in the Internet environment. When there is an interactive relationship between two types of users, the consumption behavior of both parties will be iteratively updated. If the two parties have a certain degree of mutual influence, then there will be a mutual promotion, mutual causality, and mutual promotion in mutual influence. state.

5. Summary and Suggestions

Through the above questions and answers, the following conclusions can be drawn: through consumer behavior surveys, we can understand users’ usage behavior habits, and guide product design and development according to these habits; we can understand users’ various behaviors in Internet scenarios, and then develop more suitable Product strategy with Internet characteristics; able to know the data generated by consumers using software in the Internet scene; able to clearly understand the shopping needs and purchasing habits of users in the Internet environment. Some effective marketing strategies can be found: products can meet consumers’ needs for Internet tools or product experience in different scenarios; they are dependent on scenarios generated in traditional application scenarios, such as Internet usage behaviors generated by mobile terminals at different times Different impacts; consumer behavior surveys can be used to understand users’ interest in Internet activities in different scenarios. Users need to consider when using Internet tools or products: Can they quickly complete transactions after using Internet tools or products to generate shopping needs? What should I do if the transaction cannot be completed quickly?