What are the psychological motivations of online consumers 20

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.

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.