This paper generalizes customers" psychological effect of online shopping according to the development status quo of online shopping and from the perspective of customers" psychology and puts forward countermeasures.%从网络购物的发展状况及消费者的心理学角度，归纳和总结了消费者网络购物的心理效应，并根据这些心理学因素对企业提出了应对网络购物的对策和建议。
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