Gai Qing knew that the competition for the country would inevitably involve the huge financial resources of the Gai family, in order to protect the wealth and status of the Gai family for thousands of generations, so when he learned of the drought and food shortage in Nancheng, he took the initiative to contact Wang Chengchen and reached an agreement with him: no matter what kind of situation between Nancheng and Beiyu in the future, Nancheng cannot move Gaifu.

With the development of the economy, the number of online shoppers in China has increased, and Taobao alone has more than 5 million registered users, and the transaction size has also increased from the initial hundreds of millions of yuan to the top of 100 million. From this point of view, online shopping, as one of the e-commerce retail models, is becoming more and more important in the retail industry. Why are online shopping parks so appealing to consumers?

As a new form of consumption, online shopping is favored by the majority of consumers, mainly due to the convenience of obtaining information, the satisfaction of the needs of consumers or audiences in online shopping, and the charm of mass media collusion.

(1) Ease of access to information for consumers

A formula from the communication scholar Schramm: the probability of choice = the guarantee of compensation/the degree of effort. It means that we are interested in a particular mass media when it satisfies a part of our needs. However, online shopping has attracted the attention of consumers due to its advantages such as convenience/timeliness, which in turn has created an appeal. Compared with traditional shopping, the convenience of online shopping includes the convenience and convenience of time, space and tools. The Internet has the most up-to-date information, and the information obtained is comprehensive and specific, and consumers can find suitable products through the Internet, and they can also shop around. This new way of shopping is a temptation that consumers love.

(2) Consumers actually feel

McGuire et al. point out that "it's not about what the media does to people, it's about what people do through the media." Consumers not only understand their needs, but they also use the medium to meet their needs. Therefore, the audience's media use behavior is active and active, which not only satisfies the material needs of consumers, but also satisfies the psychological and spiritual needs of the audience.

(3) Tangible material satisfaction with consultation

Consumers can see a wide variety of stores when shopping online, creating a feeling of "only you can't think of it, you can't find it without our store". At the same time, when shopping online, the price comparison is also very satisfactory to consumers. Consumers can inquire about products through wireless communication with sellers, and can also communicate with several sellers at the same time, ensuring that consumers have an advantage in obtaining information.

(4) Intangible spiritual satisfaction

According to the classical theory of communication, interpersonal communication has the motivation of establishing social cooperation with others, self-awareness and mutual cognition, and satisfying the spiritual and psychological needs based on human sociality. Online interpersonal communication in online shopping activities has the same social effect. On the one hand, the real-time nature of the network allows buyers and sellers to easily and quickly publish or obtain the information provided. On the other hand, in many various online markets, consumers' consumption activities and purchase behaviors often become behavioral tools to express their own personality.

(2) The "careful opportunity" of online merchants

(1) Divided according to consumers' preferences

In daily life, consumers' purchasing behaviors are diverse, not only between different consumers, but also in the same consumer, under different conditions. As a result, online merchants are divided according to consumers' preferences. For example, Taobao, as we all know, knows consumers' preferences based on their searches for a certain product and the products they click, so as to provide consumers with products related to it to attract consumers' desire to buy.

(2) It is divided according to the degree of consumer involvement in the purchase and the degree of product brand difference

Based on the degree of consumer involvement in the buying process and the degree of differentiation between brands, ASAR divides consumers into four types – complex buying behaviors, reducing dysregulated buying behaviors, habitual buying behaviors, and change-seeking purchasing behaviors.

Generally speaking, when buying valuables, large consumer durables, riskier goods, etc., consumers often produce complex shopping. As a result, online merchants divide product brand differences according to the products searched by consumers. For example, if a consumer buys a fixed brand, the merchant will offer consumers a similar price and brand type, providing consumers with different choices.

(3) Online shopping conforms to the basic laws of feeling

We are familiar with online shopping, ubiquitous online shopping products, as long as you can think and see, you can search. The advertisements of online shopping platforms bombard our lives. The threshold of the price of the network product is a good game for marketing. In online consumption, we can often see products priced at 29.99, 399 and other decimal places. In particular, it is also used for pricing when products are discounted. This pricing method does have the feeling of being a good deal. 29.99 is less than 30, only a little bit worse, but the difference between more than 20 yuan and 30 yuan still feels quite big when it reads. College students' online shopping focuses on affordability, and they have a price range in mind for goods, which is the price that consumers would rather pay for than lose the opportunity to shop.

(4) College students' online shopping reflects the consumer's perceptual process

The online shopping platform has well grasped the stage of disclosure, attention and understanding in the consumer's perceptual process, and expanded the opportunity for consumers to passively contact stimuli. When we want to check the vocabulary, when we open the vocabulary software or web page, the first thing that pops up is not the interface of the vocabulary software, but the advertising of the shopping platform, the price reduction advertisement, the special advertisement that buys and sends, etc., what surprises us is that the advertisement that pops up will have the goods you have browsed on the shopping platform before or the advertisement of the similar commercial shopping platform is revealed intentionally or unintentionally, completely capturing our preferences. It has attracted our attention, and when the product advertisement meets the needs or expectations of consumers, we will unconsciously open the shopping software and chop our hands.

(5) College students' online shopping consumption and online shopping risks

College students are an important force in online consumption, and online shopping is risky, why do most college students choose to shop online? Online shopping platforms and online store merchants have solved people's concerns about it very well. Most of the shipping costs of online products are borne by the seller, and shipping insurance is given away. That is, when the buyer is not satisfied with the product and needs to return it, they will not lose much. This risk problem is well solved. Let's buy with more peace of mind and peace of mind.

(6) The motivation of college students for online shopping and consumption

Motivation for cheapness: The consumption level of college students is not too high, so driven by the motivation for seeking cheapness, consumers choose goods with price as the first consideration