The online consumer purchase decision-making process describes a series of psychological activities and behavioral steps of consumers in the Internet environment, from generating purchase needs to finally completing and evaluating them. This process usually consists of the following stages:
1. Confirm the demand (problem identification): Online consumers first realize that they have a problem that needs to be solved or a need that needs to be satisfied, which may be an internal physical or psychological need, or an interest or desire triggered by external factors.
2. Information collection: After determining the demand, consumers begin to actively or passively search for relevant information on the Internet, including browsing different products, reading product reviews, viewing product descriptions, comparing parameters and specifications, etc., in order to form a comprehensive understanding of the goods or services they are interested in.
3. Purchase decision: On the basis of full comparison, online consumer consumers weigh the pros and cons and finally decide which product or service to buy. The purchase decision is influenced by a variety of factors, such as **, quality, brand, delivery service, after-sales service, etc.
4. Purchase action: Consumers place orders and pay online, and complete the purchase process, including filling in the order information, selecting the payment method, and confirming the delivery address.
5. Post-purchase evaluation and behavior: After the purchase is completed, consumers may experience the purchased products or services, and evaluate their performance and satisfaction, which may be reflected in product evaluation, social ** sharing, repurchase intentions, etc. In addition, consumers also seek after-sales service support if they encounter problems.
In short, the purchase decision-making process of online consumers is a multi-dimensional psychological activity process involving cognition, emotion and behavior, which is similar to the traditional offline purchase decision-making process, but has significant network characteristics in terms of information acquisition speed, comparison range and convenience.