I. Introduction.
With the rapid development of the mobile Internet, consumers' shopping methods and consumption behaviors have changed significantly. As an emerging business model, new retail has attracted a large number of consumers with its convenient and efficient characteristics. The purpose of this paper is to deepen the impact of new retail on consumer behavior in the mobile Internet era.
2. Overview of new retail in the community.
Community ** new retail is a new retail model based on the mobile Internet platform, with the community as the unit, through collective procurement and centralized distribution, to provide consumers with fresh food and daily consumer goods. Its core feature is the use of social networks for product promotion and sales, to achieve a direct connection from the first business to consumers, greatly reducing the cost of circulation, and improving shopping efficiency.
3. The impact of mobile Internet on consumer behavior.
1.Changes in shopping habits: The popularity of mobile Internet enables consumers to shop at any time and anywhere, breaking the traditional shopping time and space restrictions, and making consumers' shopping habits more flexible and convenient.
2.Changes in consumption decisions: The mobile Internet provides a wealth of product information and user evaluations, and consumers can obtain more reference information in the purchase decision-making process, so as to make more rational and accurate consumption decisions.
3.The impact of social networking: Social networking has become an important channel for consumers to obtain product information and share shopping experience, and consumers' purchasing behavior is increasingly affected by social networking.
Fourth, the impact of new retail on consumer behavior.
1.* Enhanced sensitivity: New retail in the community can provide more competitive products through collective procurement and direct sales, which makes consumers more sensitive to prices.
2.Improvement of shopping convenience: The new retail in the community usually adopts the method of online ordering, offline self-pickup or home delivery, which greatly improves the convenience of shopping and meets the needs of consumers for fast and convenient shopping.
3.Establishment of trust mechanism: community ** new retail usually relies on the community or acquaintance relationship network, through word-of-mouth communication and trust recommendation, to establish a consumer trust mechanism for goods and platforms.
5. Case analysis.
In this part, we will select a number of representative community new retail cases for analysis, including their operating models, consumer behavior characteristics, and success factors.
VI. Conclusions. As a new business model in the era of mobile Internet, new retail is profoundly changing consumers' shopping behavior and consumption habits. Through in-depth research on the community's new retail, we can better understand the needs and behavioral characteristics of consumers, and provide valuable marketing strategies and operational suggestions for enterprises. At the same time, it is also necessary to pay attention to the problems and challenges that may be brought about by the community's new retail, such as chain management, service quality, data security and other issues, so as to promote the healthy and sustainable development of this new business model.