服装网购消费者销售评价比的影响因素

发布时间：2018-06-13 15:46

本文选题：产品库存量深度 + 销售评价比　；参考：《纺织学报》2015年08期

【摘要】：在线评价作为一种新的口碑方式对网购消费者的购买意向及电商企业的商誉影响越来越大,提高网购消费者在线评价比例成为电商营销面临的重要问题。以某大型服装网购企业销售数据及相应的消费者在线评价数据为样本,分析了产品库存量(SKU)深度、价格、畅销程度等3个自变量以及产品性别属性、产品档次等2个调节变量对销售评价比的影响。结果显示:网购消费者参与在线评价的比例并不高,其销售评价比为55.6%;3个自变量对销售评价比都产生了显著的正面影响;2个调节变量对销售评价比也有影响,女装销售评价比受SKU深度的影响程度不如男装,但更易受畅销程度的影响,高档产品销售评价比较低档产品更易受SKU深度的影响,但受畅销程度的影响不显著。
[Abstract]:As a new way of word-of-mouth, online evaluation has more and more influence on the purchase intention of online shopping consumers and the goodwill of e-commerce enterprises. Increasing the proportion of online evaluation of online shopping consumers has become an important issue in e-commerce marketing. Based on the sales data of a large online clothing shopping enterprise and the corresponding online evaluation data of consumers, this paper analyzes three independent variables, such as the depth of product inventory, price and selling degree, as well as the gender attributes of the product. The impact of two adjustment variables, such as product grade, on sales evaluation ratio. The results show that: the proportion of online shopping consumers participating in online evaluation is not high, the sales evaluation ratio is 55.6, the three independent variables have a significant positive impact on the sales evaluation ratio, and two adjusting variables also have an impact on the sales evaluation ratio. Women's clothing sales evaluation is less affected than men's wear than by SKU depth, but it is more susceptible to the influence of selling degree. The high-grade product sales evaluation is easier to be affected by SKU depth than that of low-grade products, but the influence of selling degree is not significant.
【作者单位】：惠州学院服装系;
【基金】：广东省教育厅项目(粤教高函[2012]-204号) 惠州市科技计划项目(2013w19)
【分类号】：F724.6;F426.86

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