谈返利网站对网络消费行为的影响
发布时间：2018-12-27 14:12
【摘要】：返利网站是在电子商务发展过程中所涌现出来的新型商业模式。返利网站就是产品的推广平台,其作为电商促销员为电商提供C P S广告服务。商家可以以较低的成本实现产品的推广。返利网站就是一个公正的第三方导购平台,它可以给出全方位的购物建议和指引,为消费者带来购物返利。本文从市场营销和消费行为的角度出发,以消费者行为学的群体效应与消费亚文化、口碑传播、动机激励等相关理论作为指导,基于文献梳理的基础之上提出本文假设,创建量表,问卷发放并回收调查数据,通过严谨的数据分析对假设进行证明。
[Abstract]:Rebate website is a new business model emerging in the development of e-commerce. Rebate site is the product promotion platform, as an e-commerce promoter to provide C P S advertising services. Merchants can achieve product promotion at lower cost. Rebate website is a fair third party shopping guide platform, it can give the omnidirectional shopping advice and the instruction, brings the shopping rebate for the consumer. From the angle of marketing and consumption behavior, this paper, guided by the group effect of consumer behavior and consumer subculture, word of mouth communication, motivation incentive and so on, puts forward the hypothesis of this paper based on literature review. Create the scale, distribute the questionnaire and retrieve the survey data, and prove the hypothesis through rigorous data analysis.
【作者单位】： 西南财经大学工商管理学院;
【分类号】：F724.6;F713.55
[Abstract]:Rebate website is a new business model emerging in the development of e-commerce. Rebate site is the product promotion platform, as an e-commerce promoter to provide C P S advertising services. Merchants can achieve product promotion at lower cost. Rebate website is a fair third party shopping guide platform, it can give the omnidirectional shopping advice and the instruction, brings the shopping rebate for the consumer. From the angle of marketing and consumption behavior, this paper, guided by the group effect of consumer behavior and consumer subculture, word of mouth communication, motivation incentive and so on, puts forward the hypothesis of this paper based on literature review. Create the scale, distribute the questionnaire and retrieve the survey data, and prove the hypothesis through rigorous data analysis.
【作者单位】： 西南财经大学工商管理学院;
【分类号】：F724.6;F713.55
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