CAJ | 학술논문

针对衡阳市民网络经济背景下的多渠道消费行为及其心理因素进行了问卷调查与分析，衡阳市民多渠道消费者已经成为市场消费的主力军。但衡阳市企业电子商务的建设任重而道远，企业应该转型多渠道战略提升运营质量，满足市民多渠道消费的需求。
침대형양시민망락경제배경하적다거도소비행위급기심리인소진행료문권조사여분석，형양시민다거도소비자이경성위시장소비적주력군。단형양시기업전자상무적건설임중이도원，기업응해전형다거도전략제승운영질량，만족시민다거도소비적수구。
The thesis analyzed the muhichannel consumption behavior and psychological factors of Hengyang citizens under the background of network economy through the questionnaire. Hengyang citizens multichannel consumer had become the main force in the consumer market. However, construction of Hengyang e-commerce enterprises would have a long way to go, and the enterprises should transform multiehannel strategy to improve the operation quality, meet consumer demand for muhichannel consumption behavior.