电商推荐商品的网络线索对消费者购买意愿的影响研究

发布时间：2018-06-16 05:25

本文选题：电商推荐商品 + 网络线索　；参考：《当代经济管理》2017年11期

【摘要】：依据消费者网页浏览数据向消费者推荐近似产品已经成为电商提高销售绩效的重要手段。实证研究发现:电商推荐商品所处的网页位置和网络口碑方向均显著正向影响消费者的购买意愿,而推荐商品的网络口碑数量对消费者购买意愿的影响弱显著;产品涉入度在电商平台推荐商品所处的网页位置、网络口碑数量及网络口碑方向对消费者购买意愿的影响中均起到了调节作用。研究结论对电商平台利用大数据对消费者开展有针对性的网络营销具有重要的借鉴意义,电商平台在向消费者推荐产品时,应将优质产品置于网页靠前位置,加强对网络口碑方向和数量的监管,并针对不同产品涉入度设计营销策略。
[Abstract]:It has become an important means for e-commerce to improve sales performance to recommend similar products to consumers according to the data of consumer web browsing. The empirical study shows that the location of the web page and the direction of the online word of mouth of the e-commerce recommendation goods have a significant positive impact on the consumer's purchase intention, while the number of the recommended goods' online word of mouth has a weak effect on the consumer's purchase intention; The degree of product involvement plays a regulating role in the position of web pages, the number of online word-of-mouth and the direction of online word-of-mouth on the consumers' willingness to buy. The conclusion of the study is of great significance for the e-commerce platform to use big data for consumers to carry out targeted network marketing. When the e-commerce platform recommends products to consumers, it should put the high-quality products in the front of the web page. Strengthen the supervision of the direction and quantity of network word-of-mouth, and design marketing strategy for different product involvement.
【作者单位】：重庆交通大学;
【基金】：国家自然科学基金面上项目《权力感对消费者决策方式及产品选择的影响机制研究:情感—认知系统响应视角》(71772021) 教育部人文社会科学规划项目《权力感对消费者产品选择的影响机制研究———决策方式差异视角》(17YJA630122) 重庆市科委基础与前沿研究项目《权力感对消费者决策方式偏好的影响机制研究》(cstc2016jcyjA0173) 中国博士后基金面上项目《权力感对消费者决策方式偏好的影响及作用机制研究》(2016M602645)
【分类号】：F713.55;F724.6

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