摘要
朋友圈代购存在已久并盛行至今,但行之有效的运作机制一直在探索之中,消费者对朋友圈代购产品质量存在怀疑、厌烦被刷屏、顾客粘性较低的现象普遍存在,对朋友圈代购的消费热情不高,对其信任度也偏低,态度比较中立,长此以来朋友间人际关系也会受到潜移默化的影响。近年来对朋友圈代购发展的研究多是关于商品品质、政府监管、合法经营、售后服务等方面,而朋友关系等人际因素对代购发展的影响研究较少,文中研究采用问卷调查的形式获取数据并运用spss22.0进行数据分析,揭示哪些因素影响消费者对朋友圈代购商品的选择,微信朋友关系是否影响消费者的选择,从朋友关系角度对微信朋友圈代购现象进行研究分析并提出相关意见。
The existence of purchasing through the wechat friends circle has been for a long time and its has been in vogue now,but the effective operating mechanism has been in the exploration. The consumer is doubtful about the quality of the products purchased by the circle of friends,bored with swamped ads,the customer stickiness is low,and the consumption enthusiasm of the friend circle is not high,and the confidence of the consumer is low and the attitude is comparatively neutrality. the long relationship between friends will be affected by the subtle. In recent years,the research on the purchase and development of the friend circle is mainly about the quality of goods,government supervision,legal management and after-sales service. The research on the influence of friends and other interpersonal factors on the purchase and development is less. This study uses the form of questionnaire to obtain data and uses spss22. 0 to analyze the data,which reveals which factors affect the consumer＇s choice of the purchase of goods in the circle of friends,whether the relationship affects the consumer＇s choice,and from the perspective of the relationship of friends to We Chat The phenomenon of friends circle buying and purchasing is studied and analyzed,and relevant opinions are put forward.
作者
徐娴英
王子钰
XU Xian-ying;WANG Zi-yu(School of Economics and Management,Shenyang Aerospace University,Shenyang 110136,China)
出处
《物流工程与管理》
2018年第9期119-122,共4页
Logistics Engineering and Management
基金
国家自然科学基金资助项目:顾客选择行为中的多期望作用模式及其更新研究:服务属性视角(项目编号:71402105)
关键词
朋友圈代购
朋友关系
经营策略
purchasing through the Wechat friends circle
friendship relationship
business strategy
