1. Rationality
The huge information processing capacity of the cross-border network marketing system provides consumers with unprecedented choice space for selecting products. Consumers will use the information obtained on the Internet to compare products repeatedly to decide whether to buy. For the purchasing staff of the unit, they can use the pre-designed calculation program to quickly compare the comprehensive indicators such as purchase price, transportation cost, discount, time efficiency, etc., and finally choose a favorable purchase channel.
2. Advancement and inducibility
The mainstream of network consumers is young and middle-aged people with a certain forward-looking consciousness. They are sensitive to new things, have no rules and regulations, and accept them quickly. Network marketing has constructed a global virtual market, in which the most advanced products and the most fashionable products will meet consumers at the fastest speed. Network consumers with innovative consciousness will inevitably accept these new products (including domestic and foreign) quickly, thereby driving a new round of consumption craze among surrounding consumers. Enterprises engaged in cross-border network marketing should give full play to their own advantages, adopt a variety of marketing methods, inspire and stimulate new demands of network consumers, arouse their purchasing interest, and induce network consumers to transform potential demands into real demands.
3. Entertainment
In addition to being able to meet actual shopping needs, when shopping online, consumers can also get a lot of information while buying products, and get fun that is not available in various traditional stores. At present, people have two trends in the pursuit of the real consumption process: some consumers with high work pressure and high tension aim to buy for convenience, and they pursue to save time and labor costs as much as possible; while the other part of consumers have more free time due to the improvement of labor productivity, and they hope to find the fun of life through consumption. It can be predicted that these two opposite consumer psychology will coexist for a long time.
4. Price orientation
From the perspective of consumption, price is not the only factor that determines consumer purchases, but it is a factor that consumers must consider when buying products. One of the important reasons why online shopping is viable is that the prices of products sold online are generally low. Although operators tend to use various differentiations to reduce consumers’ sensitivity to prices and avoid vicious competition, prices always have an important impact on consumers’ psychology. If the price reduction exceeds the psychological limit of consumers, consumers will inevitably be tempted and change the established shopping principles. Consumers can unite through the Internet to bargain with companies, and product pricing will gradually shift from company pricing to consumer-guided pricing.