The psychological motivations of online consumers include personal psychological motivations and .

The psychological motivation of consumers mainly includes the following three aspects:

1) Emotional motivation. Emotional motivation is the motivation to buy due to people's emotions and feelings. This motivation to buy can be divided into two forms:

One is the low-level form of emotional purchasing motivation, which is caused by emotions such as happiness, gratitude, liking, curiosity, etc. This kind of purchase motivation is generally characterized by impulsiveness and instability. For example, suddenly discovering a good book, a good game software, or a new product on the Internet can easily generate impulsive emotional motivation to buy.

There is also a high-level form of emotional purchase motivation, which is caused by people's sense of morality, beauty, honor, group, etc., and has the characteristics of greater stability and profundity. For example, buying gifts for friendship needs, giving gifts to friends and family, etc.

2) Rational motivation. Rational motivation is based on people's objective understanding of goods, through learning, the use of knowledge and experience, through analysis, comparison, and thinking to produce the motivation to buy. The purchase motivation of online consumers is based on people's objective understanding of the goods promoted by ** shopping malls.

Most of the online shoppers are young and middle-aged (and most of them are male), and they have a high ability to analyze and judge. Their motivation to buy is generated after repeatedly comparing the goods of each ** shopping mall, and they already have a good idea of the characteristics, performance and use of the goods they want to buy. Rational buying motivation is characterized by objectivity, thoroughness and control.

Driven by rational purchase motives, the first thing to pay attention to is the advanced, scientific and high-quality nature of the goods, and then to pay attention to the economy of the goods.

Internet marketing. The formation of this purchase motivation is basically controlled by reason and less affected by the external atmosphere.

3) Patronage motivation. Patronage motivation, also known as habitual motivation, is based on emotional and intellectual motivation, and has a special trust and preference for specific **, icon advertising, and goods and repeatedly and habitually visits and buys.

Psychological factors influencing consumer purchasing behavior include ().

a.Needy and motivational sleepiness.

b.Sensation and perception.

c.Learning and Temperament.

d.Memory. Correct answer to Wang Sheng's first case: ABCD

The psychological factors influencing consumers' purchasing behavior include individual factors, perception factors, social factors, environmental factors, economic factors, consumer psychology, etc.

1. Individual factors.

Every consumer has their own personality, values, and interests, and these factors can influence their spending decisions. For example, some consumers pay more attention to brand and quality, while some consumers pay more attention to ** and convenience.

2. Perceptual factors.

Consumers' perception of a product or service can also influence their spending decisions. This includes consumer perceptions, perceptions, opinions, intuition, emotions, and attitudes. Consumer perceptions and perceptions can be influenced by factors such as advertising, brand image, and recommendations.

3. Social factors.

Social factors include culture, family, group, social status, and cultural background, among others. These factors all have an impact on consumer values, decisions, and behaviors. For example, in cultures where family and social connections come first, related products and services may be more popular.

4. Environmental factors.

The environment in which consumers live will also influence their consumption behavior. The environment includes the geographical location of the consumer, the season, the weather, the atmosphere, the color, the lighting, etc. These factors can influence consumer emotions and sensory experiences, which can influence their purchase intentions.

5. Economic factors.

Generally speaking, the main factors that affect consumer purchasing behavior are economic factors and goods, consumer income, commodity utility, and housing.

6. Consumer psychology.

Consumer psychology is a general term for consumer consumption psychology and purchase psychology. The general psychological process of consumers purchasing goods includes the cognitive process, emotional and emotional process, and volitional process of the first product. The psychological types of consumer purchasing behavior include habitual, rational, selective, impulsive, and imaginative.

The consumer's psychological activity is a process that includes slag detection ().

a.Recognize the process.

b.Affective processes.

c.Decision-making process.

d.Volitional process.

Correct Confiscation Answer: ABCD

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Motivation refers to the inner force or reason that motivates an individual to engage in a certain behavior, and it has a very important role in consumer behavior. The following is the importance of motivation in consumer behavior: Guiding and motivating consumer behavior Motivation is the main reason why consumer behavior occurs, and it can guide and motivate consumers to make purchases.

Consumers' motivations are often driven by factors such as their needs, goals, values, and beliefs, and when consumers feel needed, purposeful, or valuable, they are driven by motivations that lead to purchasing behavior. Influencing consumers' motivation for purchasing decisions can influence consumers' purchasing decisions, which can have an important impact on consumer behavior. Consumer motivation can be divided into intrinsic motivation and extrinsic motivation, intrinsic motivation includes personal needs, emotional needs and cognitive needs, etc., and extrinsic motivation includes social factors, cultural factors and economic factors.

When consumers' motivations are satisfied, they are more inclined to buy a certain product or service. Promoting brand loyalty and long-term value motivation can promote consumers' recognition of brand loyalty and long-term value value, which can have an important impact on the brand. When consumers' motivations are satisfied, they will have trust and recognition with the brand, and thus be willing to establish a long-term relationship with the brand, which will help the brand to achieve a sustainable competitive advantage in the market.

Promoting the development and implementation of marketing strategy motivation can promote the development and implementation of marketing strategy, which can have an important impact on the marketing activities of the enterprise. Understanding consumer motivations can provide important guidance and basis for enterprises to develop and implement more effective marketing strategies, thereby improving the effectiveness and efficiency of marketing. To sum up, the importance of motivation in consumer behavior is obvious.

Understanding consumer motivations can provide important guidance and basis for enterprises to develop and implement more effective marketing strategies, thereby improving the effectiveness and efficiency of marketing, and also helping consumers to make more informed purchasing decisions, thereby improving consumers' quality of life.