The Characteristics of Consumer Behavior and Its Impact on Network Marketing in the Environment of Electronic Commerce

Abstract

The change and development of the environment of electronic commerce has a great influence on enterprises and consumers. The characteristics of the consumer behavior is changing, the marketing mode of enterprise, especially network marketing, is gradually affected. This paper analyzes the challenges faced by the production and operation activities of traditional enterprise, the changes of consumer behavior, and some problems and countermeasures in network marketing.