社会化商务平台中在线购买决策影响因素分析

被引：11

作者：

卢宝周

张涛

王雪琪

赵晨

机构：

[1] 中国石油大学

来源：

经济问题探索 | 2015年 / 06期

基金：

高等学校博士学科点专项科研基金;

关键词：

社会化电子商务; 购买决策; 联合分析; 决策属性;

D O I：

暂无

中图分类号：

F724.6 [电子贸易、网上贸易]; F713.55 [商业心理学、市场心理学];

学科分类号：

1201 ; 040203 ;

摘要：

社会化商务是电子商务的主要发展趋势。在社会化商务平台中,网络消费者如何选择在线卖家进行交易是亟待解决的重要研究问题。结合社会化商务的发展,在理论分析的基础上,本文提出了影响网络消费者在线购买决策的7个因素,包括定价水平、文字描述、图片介绍、评论状况、评分状况、店铺等级和消费者保障。通过对收集的消费者数据进行联合分析,本文发现,从整体上来讲,评论状况的重要性最大,而评分状况最小。性别也对部分属性的重要性产生影响。相对于男性而言,女性群体更关注定价水平和消费者保障措施。在此基础上,本文不仅对现有研究做出一定的理论贡献,也对社会化商务的实践具有一定的指导意义。

引用

页码：46 / 54

页数：9

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