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随着大数据时代的来临,网络逐渐成为一个划时代的消费渠道。为了探究网络消费者的消费动机,本文从消费动机理论入手,以西南五省的网络消费者为研究对象,采用定性与定量的研究方法,通过李克特量表法进行数据处理,运用SPSS20.0对选取的五个因素进行因素分析。最终得出本文选取的五个影响因素结构良好,适合进行进一步相关分析和回归分析的结论。
With the advent of the Big Data era, the Internet has gradually become an epoch-making consumer channel. In order to explore the consumer motivation of online consumers, this paper starts with the theory of consumer motivation and takes the online consumers in five provinces in Southwest China as the research object. The qualitative and quantitative research methods are used to deal with the data through the Likert scale method, and SPSS20 is used. 0 Factor analysis of the five selected factors. Finally, this paper draws a conclusion that the five influencing factors selected by this paper are well structured and suitable for further correlation analysis and regression analysis.