电商服务质量类在线观察学习信息对产品销量的影响
发布时间：2018-09-08 11:21
【摘要】：电商服务质量与产品销售页面呈现的信息对消费者的网络购买决策具有越来越重要的影响。本文主要关注了国内最大B2C电商平台——天猫商城产品销售页面上反映电商服务质量的五个指标维度:"描述相符"、"服务态度"、"发货速度"、"退款速度"、"纠纷退款比例",探索电商服务质量类在线观察学习信息对电子类产品销量的影响,以及这些影响如何分别受到产品市场年龄与页面位置的调节。研究发现:五个电商服务质量指标维度中,只有"描述相符"与"纠纷退款比例"在线观察学习信息对产品销量具有显著影响;产品市场年龄与页面位置仅分别对"纠纷退款比例"在线观察学习信息的产品销量影响具有显著的调节效应,且该在线观察学习信息对市场年龄较短或页面位置靠前的产品销量影响更大。
[Abstract]:The quality of e-commerce service and the information presented on the product sales page have more and more important influence on consumers' network purchase decision. This paper mainly focuses on the five index dimensions that reflect the quality of e-commerce service on the product sales page of Tmall Mall, the largest B2C e-commerce platform in China: "description match", "Service attitude", "delivery Speed", "refund Speed", "dispute refund ratio" Explore the effect of online observation and learning information on the sales volume of electronic products. And how these effects are adjusted by product market age and page location respectively. It is found that among the five dimensions of e-commerce service quality, only "description matching" and "dispute refund ratio" online observation and learning information have a significant impact on product sales; The age of product market and the location of page only have significant adjustment effect on the effect of online observation of "dispute refund ratio" on product sales of learning information. The online observation and learning information has a greater impact on the sales volume of products with shorter market age or higher page position.
【作者单位】： 北京大学光华管理学院;中国国际经济咨询有限公司;
【分类号】：F724.6;F274
本文编号：2230374
[Abstract]:The quality of e-commerce service and the information presented on the product sales page have more and more important influence on consumers' network purchase decision. This paper mainly focuses on the five index dimensions that reflect the quality of e-commerce service on the product sales page of Tmall Mall, the largest B2C e-commerce platform in China: "description match", "Service attitude", "delivery Speed", "refund Speed", "dispute refund ratio" Explore the effect of online observation and learning information on the sales volume of electronic products. And how these effects are adjusted by product market age and page location respectively. It is found that among the five dimensions of e-commerce service quality, only "description matching" and "dispute refund ratio" online observation and learning information have a significant impact on product sales; The age of product market and the location of page only have significant adjustment effect on the effect of online observation of "dispute refund ratio" on product sales of learning information. The online observation and learning information has a greater impact on the sales volume of products with shorter market age or higher page position.
【作者单位】： 北京大学光华管理学院;中国国际经济咨询有限公司;
【分类号】：F724.6;F274
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