What are the psychological motivations of online consumers?

Psychological purchase motivation refers to consumers' motivation to purchase goods caused by psychological processes such as cognition, emotion, and will. It is much more complex than the need motivation, emphasizing the satisfaction of spiritual needs. 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.

the convenience of icons, the eye-catching of icon ads, and the attraction of site content; or as a result of a well-known trademark.

It has considerable status and authority; Or maybe it's because the quality of the product has established a reliable credibility in the minds of online consumers. In this way, when online consumers set purchase goals for themselves, they first set the purchase goals in their minds, and overcome and eliminate the attraction and interference of other products of the same level in each purchase activity, and complete the purchase actions according to the predetermined goals. Web consumers with patronage motives are often loyal viewers of a site.

1. Consumption caused by herd psychology 2. Consumption caused by comparison psychology 3. Consumption caused by the psychology of seeking differences; 4. Consumption caused by realistic psychology.

First, the psychology of truth-seeking. Second, the psychology of seeking innovation. Third, the psychology of seeking beauty. Fourth, the psychology of seeking fame. Fifth, the psychology of seeking honesty.

Hello, the main factors influencing the purchase behavior of online consumers are: 1. Product factors; Most of the online consumers are young people, and they pursue the fashion and novelty of goods; Secondly, it is necessary to consider the degree of participation in product purchase, and products that require consumers to participate in a relatively high degree and require consumers to need on-site shopping experience are generally not suitable for online sales. Consumers have a psychological expectation that the Internet will be free, and that is:

Even if the goods online are not free, then they should be lower than those of traditional sales channels. 2. Convenience of shopping; The convenience of consumers choosing online shopping is mainly reflected in the following two aspects: Convenience in time.

The online virtual marketplace provides sales services around the clock and is always ready to receive customers without any restrictions. Ease of selection of products. Online consumers can choose goods in a wide range without leaving home, and for individual consumers, shopping can be "shopping around"; For the unit procurement personnel, their purchase channels and vision will no longer be limited to a few timed, fixed-point order meetings or a few fixed manufacturers, but will choose a wide range of products with the best quality, the cheapest and the most used in all aspects.

3. Safe and reliable; For the current stage of online marketing, many reasons boil down to the most important is security. Therefore, all aspects of online shopping must be strengthened to strengthen security and effective control, and protect the security of information transmission and personal privacy in the shopping process of consumers, so as to establish consumers' confidence in the world.

There are many psychological factors that influence consumer buying behavior, and some of the main ones are listed below:

1.Perception and cognition: People's sensory experience and perception of goods influence their purchasing behavior decisions. Consumers usually decide whether to buy or not based on their own needs and sensory judgment of the product.

2.Social factors: People's purchasing decisions are also influenced by social factors, such as culture, social class, proximity, group behavior, etc.

3.Personality factors: personality, hobbies, lifestyle, interpersonal relationships, psychological cognition, etc. will also directly or indirectly affect consumers' purchase decisions.

4.Emotional factors: People's emotions are also important factors that influence purchasing decisions. Consumers have emotional needs that are a combination of physical, psychological, and cultural factors, such as wanting to be happy, satisfied, secure, rewarded, and socially recognized.

5.Psychological values: People's values can determine their purchasing behavior and preferences for goods, for example, some people may want to buy environmentally friendly, sustainable goods, while others may value the appearance and popularity of goods.

Sometimes, these factors will influence and interact with each other, leading to corresponding changes in consumer purchasing behavior. Therefore, merchants need to design marketing strategies based on the psychological and behavioral characteristics of consumers to achieve better sales results.