摘要：随着网络经济的发展，电子商务作为一种崭新的贸易方式逐步走进百姓生活，使消费者的个性化需求得以实现。在电子商务环境下，消费者可以在任何时间在网上商店里挑选自已满意的商品。企业也可以直接面对消费者进行交易。根据消费者的特点、购买动机的分析，以及影响消费者购买行为的产品特性、价格、便捷性和安全性分析，对网络营销企业今后的发展提出一些可行性建议。
关键词:电子商务；消费者行为分析；传统营销；消费者满意；动机
Abstract: As the development of the economic on Internet, electronic commerce as a new way of trade comes into people's lives, and consumers' personal needs come true. Under the environment of the electronic commerce, consumer can do shopping on line any time. Businessman can do deals directly by face the buyers. According to the analysis of consumer's characteristics, buying motive and the factors which can effect consumers' behaviour, such as characteristics of product, price of product, accessibility and security, We will put forward feasible proposal for the development of enterprise which do bussiness under the environment of electronic commerce.
Keywords: electronic commerce; analysis of consumer behaviour; traditional trade; the satisfaction of consumers; motive
