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摘要最近几年，中国网购市场飞速发展，网购用户不断增长，而其交易规模也屡创新高。其中的3C类产品则成为许多网购消费者常常购买的商品之一，并且它也成为了网购销量最高的商品类目之一。
所以本文首先归纳3C产品的特点和从总体上了解3C产品网上零售市场的状况，对于3C产品网购市场有一个总体的了解。然后以中国最大的自营式电商企业即京东商城为例，以京东商城作为3C产品网购平台主要的研究对象，从其发展历程、成交状况和购买人群等，具体分析3C产品网购平台和购买3C产品的消费者特征。接着针对3C网购消费者购买行为和购买习惯的差异性开展网络问卷调查，根据调研数据研究消费者网购3C产品的基本特征及原因。最后基于分析和了解3C产品网络消费者的心理特征、行为特征、购物需求、购物动机、价格认知和风险感知，结合3C产品网购消费者基本特征和平台现状，为3C网络零售商提供借鉴，使其更好地把握用户的购物倾向和需求，在此基础上提高3C网络零售商获更多的效益。47916
Abstract：In recent years, the rapid development of China's online shopping market, online shoppers continues to grow, and its transaction size also hit record highs. 3C products which has become one of the many online shopping consumers often buy goods, and it also became one of the highest net buying and selling merchandise category volume.
So this paper first summarized the characteristics of 3C products and 3C product online retail market situation on the whole, there is a general understanding for 3C products online shopping market. And then to self type business enterprise Chinese biggest namely Jingdong mall as an example, to Jingdong mall as the object of study of 3C products online shopping platform mainly, from its development process, the transaction status and the purchase of the crowd, a concrete analysis of 3C products online shopping platform and buy 3C products consumer characteristics. Network questionnaire survey and then for 3Conline shopping consumer behavior and differences in buying habits, according to the basic characteristics and causes of consumer online shopping survey data of 3C products.Finally, based on the analysis and understanding of the psychological characteristics,behavioral characteristics of 3C network consumer products, shopping demand, shopping motivation, perceived price and perceived risk, combining 3C products online shopping consumer and the basic characteristics of the platform status, provide a reference for the online retailer 3C, make it better to hold the user's shopping tendency and demand, based on improved 3C online retailers receive more benefits.
毕业论文关键词：3C产品； 京东商城； 网购消费者；心理与行为
Keyword: 3C products; Jingdong mall; online shopping consumer; psychology and behavior;
目 录
第一章 引言 3
1.1研究背景与意义 4
1.2.1关于3C产品网购的研究 4
1.2.2关于网购消费者心理与行为分析的研究 5
1.3国内外研究存在的主要问题 6
1.4研究内容 6
1.5拟解决的主要问题 6
1.6研究方法 6
1.7技术路线 7
第二章 3C产品及其网上零售市场现状 7
2.1 3C产品 7
2.1.1什么是3C产品