摘要
在电子商务企业与消费者之间的沟通上,不管是认知沟通还是体验沟通,互动程度都大幅提升。以淘宝网的消费族群为研究对象,通过问卷调查分析信任、承诺、口碑、品牌形象对消费者购买意愿的影响。基于分析结果,企业应着重激发消费者的认知沟通与体验沟通,改善网站设计的品质而给予顾客更好的互动经验,提升其对网站的满意,强化消费者的信任与认同,从而提高消费者的购买意愿。
Communication between e commerce businesses and consumers, whether it is cognitive communication or experience communication, the level of interaction enhance significantly. Taobao. corn consumer groups as the research object, through a questionnaire survey analysis influ- ence on consumer purchase intention from trust, commitment, reputation, brand image. Based on the analysis results, the enterprise should em- phasize stimulate consumers＇ cognitive communication and experience communication, improve the website design quality and give customers a bet ter interactive experience to enhance there satisfaction, strengthen the consumers＇ trust and recognition, so as to enhance the consumers＇ purchase intention.
出处
《科技和产业》
2013年第1期137-142,共6页
Science Technology and Industry
关键词
网络消费者
购买
影响
online consumer
purchasing
influence
