摘要
移动电商、电商金融、大数据等新趋势下网络消费者购买行为已成为电商重点考虑的因素之一。借鉴影响网络消费者购买行为因素的相关理论,在国内外学者研究的基础上,运用问卷调查和层次分析法,从网站性能、支付流程、网店信誉、商品性价比、物流服务这五个方面构建了网络消费者购买行为的递阶层次模型。通过描述性统计分析并进行比较,得出各个要素的权重影响力。结果表明:网店信誉是影响网络消费者购买行为的关键因素,其次商品性价比的权重,而物流服务相对于其他因子对网络消费者的影响不太明显。对此文章从网店信誉、商品性价比方面提出了对电商新趋势下网络零售商营销策略的建议。
Under new trend of mobile e-business, e-finance and large data, online consumers＇ purchase behavior has be- come one of the most important factors for online retailers. With reference to relevant literatures about factors influencing the on- line consumers＇ purchase behavior and on the basis of domestic and foreign researches, this paper tries to use questionnaire survey and AHP. The online consumers＇ purchase behavior model includes five aspects： website performance, payment processes, store credit, commodity price and logistics service. Through descriptive statistical analysis followed by comparative analysis, we ob- tained the weight of each element. The results show that the online reputation is the key factor influencing the online consumers＇ purchase behavior, with cost performance followed. And the effect of logistics service is not obvious compared to other determi- nants. This paper concludes some marketing strategic suggestions for online retailers in the new trend of e-commerce.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2014年第4期93-101,共9页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
北京市教育委员会人文社会科学重点项目"北京零售企业竞争力提升关键问题研究"(SZ201410011004)
北京市属高等学校高层次人才引进与培养计划项目长城学者培养计划资助(CIT&TCD20140307)
北京市教育委员会科研基地-科技创新平台-国家社科基金配套(PXM2014_014213_00048)
关键词
电商
网络消费者
购买行为
层次分析法
online retailer
online consumers
purchase behavior
analytic hierarchy process
