The consumptive demand of people is caused and decided to consume behavior, consuming behavior always is direct or consciousness or indirect ground, not self-conscious ground to come true some is planted of demand contented, mix by demand external exciting generation consumes motive, cause consumptive behaviour by motive again. Want to study the network of network consumer buys deed, should study the demand motive that their network consumes above all.
(1) traditional demand administrative levels is academic in the network retail demand analyses medium application.
In traditional sale procedure, theory of demand administrative levels is applied extensively. Theory of demand administrative levels is the theory of the demand structure that studies a person, it is by American psychologist Masiluo is in what published 1943 " the theory of human motive " put forward in one book. Ma Siluo differentiates the person's demand for 5 administrative levels: The demand of the demand of physiology, safe demand, gregarious demand, valued demand and self-fulfilment. Actually, the demand of the people in real life is mutiple level, just be in what different environment issues requirement of pair of disparate arrangement of ideas to emphasize particularly on level is different. Theory of demand administrative levels consumes analysis of demand administrative levels to also have main direct effect to the network.
(2) the network is retail the new requirement of consumer.
Theory of demand administrative levels can explain the network in fictitious market is retail of consumer a lot of buying behavior, but, fictitious society and actual society have very big difference after all, theory of demand administrative levels also is faced with ceaseless additional requirement. And the fundamental essence that the people in fictitious society contacts is people hope below contented and fictitious environment 3 kinds of basic need: Interest, gather and communicate.
It is interest. Have a good swim through the analysis the netizen in fictitious society, we can discover, the netizen is fond of a network to move free, because hold huge interest to network activity,be. The generation of this kind of interest, main out at two kinds of immanent drive. It is the internal driving force of exploration firstly. The curiosity of secret of people heart dug, the clue that him drive provides along the network is down inquiry ceaselessly, the hope can find the result that accords with him expect, arrived even sometimes cannot the condition of extricate oneself. It is successful internal driving force secondly. The data of own demand, software, game is found on the network when people, when the information library that perhaps enters a certain main office, produce a kind of successful contented move naturally.
2 it is to gather. The arrival of social development and information age makes the production of people and lifestyle produced very big change, working rhythm is accelerated, actuating pressure is great, people look gets together talk chance is less and less. Fictitious society offerred the opportunity that the people that has similar experience and same interest gathers, this kind gathers not to accept the restriction of time and space, the individual that forms rich content concerns. Carry a network and collecting the group that rise is a group that has democratic sex extremely. In a such groups, all members are equal, every member has the power that expresses him opinion independently, this makes the people yearning that often is in nervous condition in actual society seeks disengagement in fictitious society.
3 it is communication. The netizen nature that gathers together generates the demand of communication. Communicate the abundance of the method as this kind of information, communicate the addition of frequency, the limits of communication also is expanding ceaselessly, produce demonstrative effect thereby, the product that drives pair of certain sort and service have the member of same interest to gather together, form the network that goods news trades, namely network commodity trades the market. This is a fictitious society not only, and it is tall the fictitious society of one class. In this fictitious society, the participant is purposeful mostly, of the discretion of the stand or fall that the issue that place discusses centers in commodity quality, price, stocks how many, the sort of new product is waited a moment. What what they communicate is the information of buying and selling and experience, so that utmost ground is occupational the market, reduce manufacturing cost, improve labor productivity. To the demand of the information of this respect, people is everlasting forever. This is electronic business affairs after appearing the prime cause that develops quickly.
