{"id":115124,"date":"2023-02-13T16:34:59","date_gmt":"2023-02-13T16:34:59","guid":{"rendered":"https:\/\/www-dev.channeladvisor.com\/blog\/uncategorized-cn\/the-top-6-differences-between-us-and-european-e-commerce-shoppers\/"},"modified":"2023-11-29T10:12:59","modified_gmt":"2023-11-29T10:12:59","slug":"the-top-6-differences-between-us-and-european-e-commerce-shoppers","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/cn\/blog\/the-top-6-differences-between-us-and-european-e-commerce-shoppers\/","title":{"rendered":"\u7f8e\u56fd\u548c\u6b27\u6d32\u7535\u5b50\u5546\u52a1\u4e70\u5bb6\u7684 6 \u5927\u5dee\u5f02"},"content":{"rendered":"<p>\u7f8e\u56fd\u548c\u6b27\u6d32\u662f\u4e16\u754c\u4e0a\u6700\u5927\u7684\u4e24\u4e2a\u5e02\u573a\u3002\u4f46\u5b83\u4eec\u5e76\u4e0d\u76f8\u540c\u3002\u6587\u5316\u3001\u8bed\u8a00\u548c\u6cd5\u89c4\u7684\u5dee\u5f02\u4f7f\u5f97\u5f88\u96be\u6bd4\u8f83\u8fd9\u4e24\u4e2a\u5e02\u573a\u3002<\/p>\n<p>2022 \u5e74 8 \u6708\uff0c\u7545\u8def\u9500\uff08Rithum\uff09 \u5bf9\u7f8e\u56fd\u7684 1,000 \u540d\u4e70\u5bb6\uff0c\u4ee5\u53ca\u6b27\u6d32\u4e09\u5927\u7535\u5b50\u5546\u52a1\u5e02\u573a\u82f1\u56fd\u3001\u5fb7\u56fd\u548c\u6cd5\u56fd\u7684 3,000 \u540d\u4e70\u5bb6\u8fdb\u884c\u4e86\u8c03\u67e5\u3002\u6211\u4eec\u95ee\u7684\u90fd\u662f\u76f8\u540c\u7684\u95ee\u9898\uff0c\u6240\u4ee5\u73b0\u5728\u662f\u65f6\u5019\u4ed4\u7ec6\u770b\u770b\u4ed6\u4eec\u7684\u56de\u7b54\u5e76\u67e5\u770b\u6240\u63ed\u793a\u7684\u5185\u5bb9\uff0c\u5c24\u5176\u9488\u5bf9\u90a3\u4e9b\u62e5\u6709\u5168\u7403\u7535\u5b50\u5546\u52a1\u4e1a\u52a1\u7684\u4eba\u3002\u5728\u672c\u6587\u7ed3\u675f\u65f6\uff0c\u60a8\u5c06\u6e05\u695a\u5730\u770b\u5230\u6b27\u6d32\u548c\u7f8e\u56fd\u4e70\u5bb6\u7684\u533a\u522b\u3002\u60a8\u8fd8\u5c06\u83b7\u5f97\u8c03\u6574\u9500\u552e\u548c\u8425\u9500\u7b56\u7565\u7684\u6280\u5de7\uff0c\u5305\u62ec\u8bc6\u522b\u65b0\u5ba2\u6237\u3001\u4e86\u89e3\u4ed6\u4eec\u9009\u8d2d\u7684\u56e0\u7d20\u4ee5\u53ca\u6700\u5927\u9650\u5ea6\u5730\u63d0\u9ad8\u5ba2\u6237\u83b7\u53d6\u7387\u548c\u6ee1\u610f\u5ea6\u3002<\/p>\n<h2><span style=\"font-weight: 400;\">1. \u7535\u5546\u54c1\u7c7b\u7684\u53d7\u6b22\u8fce\u7a0b\u5ea6\u5dee\u5f02\u5f88\u5927<\/span><\/h2>\n<p>\u5728\u7f51\u4e0a\u8d2d\u7269\u65f6\uff0c\u6b27\u6d32\u4eba\u548c\u7f8e\u56fd\u4eba\u6709\u4e0d\u540c\u7684\u504f\u597d\u3002\u8fd9\u4e24\u4e2a\u5730\u533a\u6709\u4e0d\u540c\u7684\u8d2d\u7269\u4e60\u60ef\u548c\u6587\u5316\u3002\u8fd9\u4e9b\u4e0d\u540c\u7684\u504f\u597d\u53ef\u80fd\u6210\u5c31\u3001\u4e5f\u53ef\u80fd\u635f\u5bb3\u60a8\u7684\u4e1a\u52a1\u3002<\/p>\n<p>\u5bf9\u6bd4\u6b27\u6d32\u4e0e\u7f8e\u56fd\uff0c\u4e0d\u540c\u7535\u5b50\u5546\u52a1\u7c7b\u522b\u7684\u4ea7\u54c1\uff0c\u5b83\u4eec\u53d7\u6b22\u8fce\u7684\u7a0b\u5ea6\u5e76\u4e0d\u76f8\u540c\u3002<\/p>\n<p>\u6211\u4eec\u8be2\u95ee\u4e86\u53d7\u8bbf\u8005\u5728\u8fc7\u53bb 12 \u4e2a\u6708\u91cc\u4ed6\u4eec\u5728\u7f51\u4e0a\u8d2d\u4e70\u4e86\u54ea\u4e9b\u7c7b\u578b\u7684\u4ea7\u54c1\uff0c\u53d1\u73b0\u4e86\u4e00\u4e9b\u660e\u663e\u7684\u5dee\u5f02\u3002<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\u4e0e\u7f8e\u56fd\u4eba\u76f8\u6bd4\uff0c\u6b27\u6d32\u4eba\u4e0d\u592a\u53ef\u80fd\u5728\u7f51\u4e0a\u8d2d\u4e70\u8fd9\u4e9b\u7c7b\u522b\u7684\u5546\u54c1\uff1a\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u65e5\u7528\u54c1\/\u767e\u8d27\u5546\u5e97\uff08\u53ef\u80fd\u6027\u964d\u4f4e 40.0%\uff09<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u6c7d\u8f66\/\u673a\u52a8\u8f66\/\/\u8239\u8236 (-39.5%)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u6742\u8d27\/\u7f8e\u98df (-13.8%)<\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\u7136\u800c\uff0c\u6b27\u6d32\u4eba\u66f4\u6709\u53ef\u80fd\u8d2d\u4e70\u4ee5\u4e0b\u7c7b\u522b\uff1a\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u8fd0\u52a8\/\u6237\u5916\u88c5\u5907\uff08\u53ef\u80fd\u6027\u589e\u52a0 27.1%\uff09<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u529e\u516c\u7528\u54c1 (+20.9%)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\">\u5de5\u5177\/\u786c\u4ef6\/\u81ea\u52a9DIY\u5de5\u5177\/\u8349\u576a\u548c\u82b1\u56ed (+17.6%)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">2. \u901a\u8d27\u81a8\u80c0\u4f7f\u5f97\u6b27\u6d32\u7535\u5b50\u5546\u52a1\u652f\u51fa\u589e\u5927<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u901a\u8d27\u81a8\u80c0\u662f\u8fd1\u671f\u7684\u4e00\u4e2a\u5927\u95ee\u9898\uff0c\u4f46\u5b83\u4e0d\u4ec5\u4ec5\u5173\u4e4e\u4ef7\u683c\u4e0a\u6da8\uff0c\u5b83\u8fd8\u5f71\u54cd\u6d88\u8d39\u8005\u5982\u4f55\u82b1\u94b1\u3002\u622a\u81f3 2022 \u5e74 9 \u6708\uff0c<\/span><a href=\"https:\/\/data.oecd.org\/price\/inflation-cpi.htm\"><span style=\"font-weight: 400;\">\u7f8e\u56fd\u9664\u98df\u54c1\u548c\u80fd\u6e90\u5916\u7684\u6240\u6709\u79cd\u7c7b\u7684\u901a\u80c0\u7387\u4e3a 6.6%<\/span><\/a><span style=\"font-weight: 400;\">\u3002\u540c\u671f\uff0c\u6cd5\u56fd\u3001\u5fb7\u56fd\u548c\u82f1\u56fd\u7684\u5e73\u5747\u503c\u8f83\u4f4e\uff0c\u4e3a 4.5%\u3002<\/span><\/p>\n<p>\u4f46\u5f53\u88ab\u95ee\u53ca\u4ed6\u4eec\u7684\u7ebf\u4e0a\u652f\u51fa\u4e0e 12 \u4e2a\u6708\u524d\u76f8\u6bd4\u5982\u4f55\u65f6\uff0c37.7% \u7684\u7f8e\u56fd\u53d7\u8bbf\u8005\u8868\u793a\u4ed6\u4eec\u7684\u652f\u51fa\u589e\u52a0\u4e86\uff0c\u800c\u6b27\u6d32\u4eba\u7684\u8fd9\u4e00\u6bd4\u4f8b\u4ec5\u4e3a 28.6%\u3002<\/p>\n<p>\u5bf9\u4e8e\u5373\u5c06\u5230\u6765\u7684\u5047\u65e5\u5b63\u8282\uff0c32.4% \u7684\u7f8e\u56fd\u53d7\u8bbf\u8005\u8868\u793a\uff0c\u9274\u4e8e\u901a\u8d27\u81a8\u80c0\uff0c\u4ed6\u4eec\u4f1a\u6bd42021\u5e74\u66f4\u504f\u5411\u4e8e\u7f51\u4e0a\u8d2d\u7269\uff0c\u4f46\u53ea\u6709 23.0% \u7684\u6b27\u6d32\u4eba\u8868\u793a\u6709\u76f8\u540c\u7684\u8ba1\u5212\u3002<\/p>\n<p>\u603b\u4e4b\uff0c\u5728\u8fd9\u4e2a\u901a\u8d27\u81a8\u80c0\u65f6\u671f\uff0c\u7f8e\u56fd\u8d2d\u7269\u8005\u4f3c\u4e4e\u66f4\u6709\u53ef\u80fd\u8f6c\u5411\u7535\u5b50\u5546\u52a1\u4ee5\u8282\u7701\u4ed6\u4eec\u7684\u53ef\u81ea\u7531\u652f\u914d\u652f\u51fa\u3002<\/p>\n<h2><span style=\"font-weight: 400;\">3. \u82f1\u56fd\u548c\u6cd5\u56fd\u8d2d\u7269\u8005\u5bf9\u54c1\u724c\u7684\u5fe0\u8bda\u5ea6\u66f4\u9ad8<\/span><\/h2>\n<p>\u54c1\u724c\u662f\u91cd\u8981\u7684\u7535\u5b50\u5546\u52a1\u53c2\u4e0e\u8005\uff0c\u968f\u7740\u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u7684\u6e20\u9053\u8d8a\u6765\u8d8a\u53d7\u6b22\u8fce\uff0c\u5b83\u4eec\u7684\u91cd\u8981\u6027\u4e5f\u8d8a\u6765\u8d8a\u5927\u3002\u4ee5\u4e0b\u662f\u54c1\u724c\u5728\u89c4\u5212\u5176\u56fd\u9645\u7535\u5b50\u5546\u52a1\u6218\u7565\u65f6\u5e94\u8003\u8651\u7684\u7f8e\u56fd\u548c\u6b27\u6d32\u4e70\u5bb6\u4e4b\u95f4\u7684\u4e00\u4e9b\u4e3b\u8981\u533a\u522b\uff1a<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\u8bb8\u591a\u6cd5\u56fd\u548c\u82f1\u56fd\u7684\u7535\u5b50\u5546\u52a1\u4e70\u5bb6\u8ba4\u4e3a\uff0c\u83b7\u5f97\u51c6\u786e\u7684\u4ea7\u54c1\u4fe1\u606f\u6700\u503c\u5f97\u4fe1\u4efb\u7684\u5c31\u662f\u901a\u8fc7\u54c1\u724c\u5b98\u7f51\uff08\u5206\u522b\u4e3a 31.0% \u548c 40.1%\uff09\u3002\u76f8\u6bd4\u4e4b\u4e0b\uff0c\u7f8e\u56fd\u4eba\u7684\u8fd9\u4e00\u6bd4\u4f8b\u4ec5\u4e3a 23.7%\u3002<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">32.8% \u7684\u6cd5\u56fd\u548c 35.4% \u7684\u82f1\u56fd\u7535\u5b50\u5546\u52a1\u4e70\u5bb6\uff0c\u8ba1\u5212\u5927\u90e8\u5206\u5047\u65e5\u8d2d\u7269\u90fd\u4f7f\u7528\u54c1\u724c\u7f51\u7ad9\uff0c\u800c\u7f8e\u56fd\u4eba\u7684\u8fd9\u4e00\u6bd4\u4f8b\u4e3a 22.2%\u3002<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">4. \u5728\u5b9a\u4ef7\u65b9\u9762\uff0c\u6587\u5316\u5dee\u5f02\u4e3e\u8db3\u8f7b\u91cd<\/span><\/h2>\n<p>\u5e0c\u671b\u63a5\u89e6\u6b27\u6d32\u4e70\u5bb6\u7684\u7f8e\u56fd\u5356\u5bb6\uff0c\u5c06\u4e0d\u5f97\u4e0d\u5904\u7406\u4e0d\u540c\u7684\u8d27\u5e01\u3002\u4f46\u66f4\u5177\u4f53\u5730\u8bf4\uff0c\u4ed6\u4eec\u5fc5\u987b\u4e86\u89e3\u4e0e\u4ef7\u683c\u76f8\u5173\u7684\u6587\u5316\u5dee\u5f02\u3002\u6211\u4eec\u7684\u7814\u7a76\u8868\u660e\uff0c\u6b27\u6d32\u5ba2\u6237\u8d2d\u4e70\u524d\u5728\u591a\u4e2a\u7f51\u7ad9\u4e0a\u6bd4\u8f83\u4ef7\u683c\u7684\u53ef\u80fd\u6027\u6bd4\u7f8e\u56fd\u5ba2\u6237\u4f4e 7.2%\u3002\u4f46\u4ed6\u4eec\u4f7f\u7528\u4ef7\u683c\u6bd4\u8f83\u7f51\u7ad9\u7684\u53ef\u80fd\u6027\u51e0\u4e4e\u662f\u7f8e\u56fd\u5ba2\u6237\u7684\u4e24\u500d\uff081.95 \u500d\uff09\u3002<\/p>\n<h2><span style=\"font-weight: 400;\">5. \u793e\u4ea4\u5a92\u4f53\u5546\u52a1\u6ca1\u6709\u90a3\u4e48\u91cd\u8981<\/span><\/h2>\n<p>\u65b0\u7684\u7535\u5b50\u5546\u52a1\u8d8b\u52bf\u6b63\u5728\u5de6\u53f3\u6d8c\u73b0\u3002\u4f46\u91c7\u7528\u4e0e\u5426\u56e0\u5730\u800c\u5f02\u3002\u8fd1\u5e74\u6765\uff0c\u901a\u8fc7\u793e\u4ea4\u5a92\u4f53\u53d1\u73b0\u4ea7\u54c1\u5c31\u662f\u5176\u4e2d\u4e4b\u4e00\u3002\u6211\u4eec\u8be2\u95ee\u4e86\u53d7\u8bbf\u8005\u662f\u5982\u4f55\u53d1\u73b0\u4ed6\u4eec\u5728\u8fc7\u53bb 12 \u4e2a\u6708\u5185\u8d2d\u4e70\u7684\u4ea7\u54c1\u7684\uff0c\u8fd1\u4e09\u5206\u4e4b\u4e00 (31.2%) \u7684\u7f8e\u56fd\u53d7\u8bbf\u8005\u63d0\u5230\u4e86\u793e\u4ea4\u5a92\u4f53\u4fe1\u606f\u6d41\uff08\u4f8b\u5982\u8138\u4e66\uff08Facebook\uff09\u3001Instagram\u3001\u6296\u97f3\uff08TikTok\uff09\uff09\uff0c\u4f46\u53ea\u6709 18.5% \u7684\u6b27\u6d32\u4eba\u63d0\u5230\u4e86\u793e\u4ea4\u5a92\u4f53\u3002\u540c\u6837\uff0c20.4% \u7684\u7f8e\u56fd\u4eba\u8868\u793a\uff0c\u793e\u4ea4\u5a92\u4f53\u4e0a\u7684\u5e7f\u544a\u548c\u7f51\u7ea2\u5e16\u5b50\u5f15\u5bfc\u4e86\u4ea7\u54c1\u53d1\u73b0\u548c\u8d2d\u4e70\uff0c\u4f46\u53ea\u6709 12.4% \u7684\u6b27\u6d32\u4eba\u8fd9\u6837\u505a\u3002<br \/>\n\u6b27\u6d32\u4eba\u4e5f\u4e0d\u592a\u53ef\u80fd\u5728\u793e\u4ea4\u5a92\u4f53\u4e0a\u7814\u7a76\u4ea7\u54c1\uff0c\u6bd4\u8d77\u7f8e\u56fd\u4e70\u5bb6\uff0c\u4ed6\u4eec\u4f7f\u7528\u8138\u4e66\uff08Facebook\uff09 \u8fdb\u884c\u4ea7\u54c1\u7814\u7a76\u7684\u53ef\u80fd\u6027\u964d\u4f4e\u4e86 39.6%\uff0c\u4f7f\u7528 Instagram \u7684\u53ef\u80fd\u6027\u964d\u4f4e\u4e86 26.5%\u3002<\/p>\n<h2><span style=\"font-weight: 400;\">6. \u4e9a\u9a6c\u900a\uff08Amazon\uff09\u5728\u6b27\u6d32\u5f88\u5927\uff0c\u4f46\u6ca1\u6709\u90a3\u4e48\u7a81\u51fa<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u5728\u7f8e\u56fd\u62e5\u6709\u975e\u5e38\u4e3b\u5bfc\u7684\u5730\u4f4d\uff0c\u5e76\u4e14\u5728\u6b27\u6d32\u4e5f\u6709\u4e1a\u52a1\u3002\u5f53\u7136\uff0c\u5b83\u5728\u6cd5\u56fd (Amazon.fr)\u3001\u82f1\u56fd (Amazon.co.uk) \u548c\u5fb7\u56fd (Amazon.de) \u90fd\u6709\u672c\u5730\u7248\u672c\uff0c\u5b83\u4e5f\u5728\u610f\u5927\u5229\u3001\u897f\u73ed\u7259\u3001\u8377\u5170\u3001\u745e\u5178\u548c\u6ce2\u5170\u8fd0\u8425\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u7f8e\u56fd\uff0c\u9ad8\u8fbe52.2% \u7684\u53d7\u8bbf\u8005\u8868\u793a\uff0c\u4ed6\u4eec\u60f3\u8d2d\u7269\u65f6\uff0c\u4e00\u5f00\u59cb\u901a\u5e38\u4f1a\u5728\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u4e0a\u641c\u7d22\u4ea7\u54c1\u3002\u800c\u6b27\u6d32\u53ea\u6709 43.4% \u7684\u4e70\u5bb6\u4ece\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u5f00\u59cb\u3002\u5728\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u4e0a\u770b\u5230\u5e7f\u544a\u540e\uff0c57.0% \u7684\u7f8e\u56fd\u4eba\u5728\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u4e0a\u5c31\u8d2d\u4e70\u4e86\u5546\u54c1\u3002\u4f46\u5728\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u4e0a\u770b\u5230\u5e7f\u544a\u540e\uff0c\u53ea\u6709 44.7% \u7684\u6b27\u6d32\u4eba\u8d2d\u4e70\u4e86\u8be5\u5546\u54c1\u3002<\/span><\/p>\n<p>\u2013<\/p>\n<p>\u5728\u6211\u4eec\u7684\u6700\u65b0\u62a5\u544a\u4e2d\uff0c\u4e86\u89e3\u5168\u7403\u7535\u5546\u5e73\u53f0\u8d2d\u7269\u884c\u4e3a\u7684\u66f4\u591a\u4fe1\u606f\uff1a<a href=\"https:\/\/www.rithum.com\/resources\/library-webinars\/2022-online-consumer-behavior-global-report\/\"><span style=\"font-weight: 400;\">2022 \u5e74\u7ebf\u4e0a\u6d88\u8d39\u8005\u884c\u4e3a\u5168\u7403\u62a5\u544a<\/span><\/a>\uff08\u82f1\u6587\uff09\u3002<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u7f8e\u56fd\u548c\u6b27\u6d32\u662f\u4e16\u754c\u4e0a\u6700\u5927\u7684\u4e24\u4e2a\u5e02\u573a\u3002\u4f46\u5b83\u4eec\u5e76\u4e0d\u76f8\u540c\u3002\u6587\u5316\u3001\u8bed\u8a00\u548c\u6cd5\u89c4\u7684\u5dee\u5f02\u4f7f\u5f97\u5f88\u96be\u6bd4\u8f83\u8fd9\u4e24\u4e2a\u5e02\u573a\u3002 2022 \u5e74 8 \u6708\uff0c\u7545\u8def\u9500\uff08Rithum\uff09 \u5bf9\u7f8e\u56fd\u7684 1,000 \u540d\u4e70\u5bb6\uff0c\u4ee5\u53ca\u6b27\u6d32\u4e09\u5927\u7535\u5b50\u5546\u52a1\u5e02\u573a\u82f1\u56fd\u3001\u5fb7\u56fd\u548c\u6cd5\u56fd\u7684 3,000 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