Foreword
Our country has entered the age of informatization, and the rapid and wide dissemination of information is an essential feature of the information age that traditional media cannot achieve. Women are more cautious when shopping online than men. Because women are reluctant to take higher consumption risks, it is necessary to have a good reputation to have women consumers buy the same store over and over again. Owing to the strong virtual nature of the network, women internet buyers are not able to reach out directly to sellers or to communicate and communicate with them face-to-face, so they can only judge the specific situation of the entire shop through the relevant information and information provided on the network。
I. Consumer psychology of female internet buyers
(i) a beautiful mind
Women are born to be more sensitive to beauty and more fond of it. When shopping online, women are also more inclined to buy better-looking goods, and most women are more likely than men to be attracted to goods with attractive appearances. When selecting commodities, women consumers are more focused on the colour, style and packaging of goods, and even a small decoration can influence the choices of women consumers. For example, most female consumers are more interested in the latter than in a common but comfortable dress and a more beautiful and popular dress。
(ii) emotional psychology
Most men tend to focus more on the usefulness and functionality of commodities in the shopping process, and for women consumers, commodities need not only a sufficient sense of beauty but also a unique sense of emotion in order to be more attractive to women consumers. Women consumers often rely on their emotions by buying goods to achieve a double satisfaction, both mental and psychological. Precise styles, unique packaging, colorful colours and different forms can greatly stimulate women's consumer mentality and can affect women consumers ' emotions and promote consumption。
(iii) a spirit of fashion and personality
Most of the women internet buyers are urban white collars, with higher cultural and economic status in everyday life. Such women seek not only material satisfaction, but also spirituality. In recent years, as a result of faster social development and a significant increase in women's incomes, more and more women have sought to experience different lifestyles in accordance with their own aspirations. In the process of shopping, women's consumer groups have chosen their own goods according to their aesthetics, habits and characteristics, and have chosen the colours, slots and styles of the goods according to their preferences, thereby fully reflecting their characteristics and values。
(iv) psychiatry for good
Good and affordable goods are also one of the important criteria for the selection of goods by women consumers. The same goods, usually priced less on the internet than on supermarkets, so many women choose to buy them on the internet, which is one of the important factors that many women prefer. As a result of research and data, women in the country prefer to buy relatively cheap goods on the internet many times. In the online procurement process, many female consumers have detailed assessments of commodities, shop services and post-sale content, comparing prices and quality on the internet, and even going to real stores to experience them before making a purchase decision. Owing to the economy of most women, internet purchases are easier to accept。
(v) seek easy and easy psychology
Most of the women internet buyers are workers who have relatively high levels of education, busy day-to-day work, faster pace of life and little free time, thus increasing their desire for good rest and relaxation. But shopping takes a specific amount of time to go to the mall to select the goods, usually taking a longer time to buy the goods they want, and internet shopping does not need to be limited by geography and time to choose the preferred goods in their own free time. It is also possible to compare information and information received from businesses in the context of internet shopping, to select goods that meet their own requirements, and to select goods that are not disturbed by others, or that are left to control their own choices, and the whole shopping process is more comfortable. At the moment, the rhythm of life and work is relatively high, and women's work is more stressful, and online consumption can effectively ease women's stress and improve their quality of life。
(vi) the “with the flow” psychology
The “along with the flow” mentality refers to individual behaviour in keeping with the general population. As internet shopping does not allow for a better understanding of goods in the procurement process, it is more risky for some consumers to buy them, and in order to reduce fear and risk in the procurement process, and to avoid regret after purchase, some consumers usually choose to sell higher volumes of goods in the procurement process. Many women are exposed and follow-through in the online procurement process, tending more towards recommended commodities and websites and placing great emphasis on the evaluation of commodities. If sellers are highly evaluated, it is easier to inspire trust and acceptance among women, as most women believe that they can be trusted for commodities that are approved by most。
(vii) psychological care
As internet shopping does not have direct access to real commodities, there is a certain risk that, in order to reduce the risk of shopping, many women internet buyers will learn about other aspects of the store's evaluation and credit rating before buying them and buy what they consider to be more reliable. The majority of women internet buyers who are satisfied with the purchase increase their trust in the shop and thus buy the store repeatedly. If the store is replaced, it will take more time to learn and gather relevant information, it will also require a reassessment of the new shop, and there is a risk of miscalculation, increasing the loss of money and time. As a result, most women internet buyers feel more reliable and safer to buy goods in a known shop, women internet buyers are often able to become loyal consumers of a particular shop。
Ii. Marketing strategies for female internet buyers
(i) building good credibility
To be more attractive to female consumers, networked traders need to provide complete documentation and business qualifications, as well as demonstrate their contacts to consumers to increase the confidence of female consumer groups in businesses. At the same time, the needs of female internet buyers are being met through the provision of practical, fashionable and unique products on a permanent basis. In addition to this, there is a need to make full use of the online consulting function and to be enthusiastic in providing good service to every consumer so that it can obtain higher ratings and thus attract more female consumers. Internet traders are more difficult than traditional shops to enhance their credibility in the minds of women consumers and require more hard work and effort than ordinary shops. Network stores are unable to improve their credibility in a relatively short period of time, which requires long-term operation and accumulation, and even short-term benefits to be sacrificed, if they are to be better placed in the network shopping market and become increasingly competitive。
(ii) reasonable pricing of goods
Internet merchants can make full use of prices to attract female internet buyers and give them psychological satisfaction through prices. For some of the more individualized commodities, high-price strategies can be employed by traders, which, of course, must ensure the quality of the goods, and commodity prices need to be scientifically sound and not run counter to the quality of the goods, in order to achieve the moral and material satisfaction of the consumer groups that the women network buys. Women consumers generally have a better understanding of the prices and quality of some everyday goods that are in high demand and consumption, and are able to compare the price differentials between shops through the internet, so the most important criterion and principle for women consumers to purchase these commodities is to be affordable. As a result, businesses can maximize the quality of their own commodities and reduce their prices if they are to become more attractive to female consumers, increase sales and improve economic efficiency。
(iii) enhanced web interface design
The physical shop layouts, commodity displays and door-to-door appearances can have a direct impact on consumer sentiment and consumption. Many physical shops are attracting more customers by focusing on their own features through personalizing and decorating their own stores. However, there is no liner for physical construction in the network store, so the network store needs to strengthen the design of its own web interface, which is the main medium for communication and communication between network traders and consumers. In online shopping, the culture of the store and the main page also affect the consumer sentiment of women consumers. The first impression of consumer internet shopping is that the internet store's main page, if it's unorganized and confusing, reduces the consumer's appetite for shopping. So an attractive network store requires not only better functionality and wealth of information, but also simple interface design, a beautiful page layout, clear and bright commodity displays, and simple and easy shopping processes, which will save internet consumers time and boost consumption. In order to be able to deliver women's internet purchases in a timely manner, network shops need to use a variety of distribution methods; multiple means of payment are also needed to allow women network consumers to choose according to their wishes。
(iv) adoption of multiple marketing modalities
The inability of women internet buyers to experience and understand the quality of goods and their functions, for example, because they do not see goods in the process of shopping on the internet, makes it more difficult for them to identify and choose their goods. To be effective in reducing the risk of purchase, women internet buyers support their decisions through evaluation and information. Thus, in addition to providing the consumer with a description of the text and the corresponding picture, the internet store needs to present the characteristics of the product from as different angles as possible to support the judgement and decision-making of the women's online shopping community。
In addition to this, internet stores can increase the positive transmission of information, and many women consumers like to use chatting software and forums, where internet traders can properly place advertisements on goods, thereby facilitating their marketing. For women consumers, it would be more attractive for businesses to focus on the advantages of commodities than on their performance. In addition, the inclusion of sensitive content in the communication process by businesses can be effective in promoting consumption. Many internet buying shops cater for the consumer mentality of women consumers by means of prizes, promotions, discounts and credits. For example, when buying cosmetics, women's online buying groups can offer some trial clothing, which will not only satisfy women consumers but also effectively drive new consumption. In addition to this, a series of female-oriented promotional activities can be launched as a means of stimulating women's feelings and promoting consumption。
(v) enhanced satisfaction with shopping
Women's online buying communities have a high degree of recognition of the reputation and credibility of the network, can directly influence the consumer attitudes and purchasing decisions of the women's network buying groups, a well-known network store can effectively increase women's trust, and, conversely, a less-reputable network store can opt out directly. The consumer groups of women who buy online do not end their shopping after their own purchases, and often share their shopping experience, methods and experiences with their friends, if they have poor shopping experience, which directly affects the consumption decisions of the women consumers around them. As a result, internet traders need to set up online guest services to better answer questions and solve problems for customers and to provide better after-sales services for customers。
At the same time, online passenger service also requires patience in explaining commodity care and methods of use to customers to enhance their service perception. Moreover, there is a need for better customer protection through the establishment of good return and exchange mechanisms that meet the needs of customers to the extent possible, so as to address to a large extent the concerns of female internet buyers over commodities. When there are problems with the quality of commodities, or when buyers are not satisfied with them, network shops need to address them in a timely manner to increase the satisfaction of female network buyers. In order to be effective in enhancing the reputation and influence of online traders, shops need to have dedicated commodity evaluation and information-sharing platforms in their websites, and customers can share their purchasing hearts and experiences, which can attract a wide range of women online consumers with more positive slogans。
Concluding remarks
A message can be read by tens of thousands of people in seconds in the age of the web. Network stores can thus take full advantage of these features of network information to improve their own dissemination and reputation, increasing sales volumes and improving economic efficiency。
