摘要
在传统的零售业商圈吸引力理论的基础上,考虑了目前正迅速发展的电子商务市场的虚拟商圈的特点,利用层次分析法建立了电子商务虚拟商圈吸引力模型。首先,确定了不同于传统的零售业商圈吸引力的影响因素;然后,计算各因素的权重,并得出目前影响电子商务虚拟商圈吸引力的主要因素是商品价格和付款的安全性的结论;最后,用AHP分析模型对淘宝、易趣、拍拍三家电子商务虚拟商圈的吸引力进行实证分析,并得出拍拍、淘宝和易趣对买家吸引力减小的结论。
On a basis of the theory of traditional retail industry trading circle,Considering the character of virtual trading circle of e-commerce market which is growing rapidly at present,and using Analytic Hierarchy Process to bulid an attractive model of virtual trading circle about e-commerce market.First,the influence factors are determined.These factores are different from those one of traditional retail industry trading circle.then the factor＇s weight is calculated.And the conclusion that the major influence factors of e-commerce virtual trading circle attractive are Commodity prices and Payment security is deduced.Finally,The empirical research has finished,which analysis the attractive of three e-commerce virtual trading circles about Taobao,Paipai and Ebay.A conclusion that attractive to buyers of Taobao Paipai and Ebay In turn decrease is deduced.
出处
《情报科学》
CSSCI
北大核心
2011年第11期1693-1696,共4页
Information Science
