摘要
网络营销成功与否的关键首先在于如何吸引顾客访问企业网站,然后留住访问者,并应用转换营销尽可能多地将访问者转变为顾客和重复访问者。文章利用消费者心理理论探讨影响访问率和转化率的因素。研究表明,网络意见领袖形成的口碑、企业网站的交互响应能力、网站给顾客的远程感知、网站内容的实用性显著地影响了访问率和转化率。
The key to success of internet marketing is how to attract people to visit a corporation＇ s website at first and then retain the visitors and apply conversion marketing techniques to convert the visitors into customers or frequent visitors. The paper discusses the elements that influence the site-visiting rate and conversion rate based on the consumer behaviour＇s theory. The findings reveal that four factors significantly influence the site-visiting rate and conversion rate, that is, public praise of website opinion leaders, interactivity corporate websites, teleperception websites give customers and practicability of website contents.
出处
《唐山学院学报》
2010年第2期83-86,共4页
Journal of Tangshan University
关键词
网络营销
访问转换
口碑
远程感知
交互响应
network marketing
access conversion
public praise
teleperception
interactivity
