网上商店成功的三件法宝

伴随网络经济的发展 ,网上商店的群体规模正在不断地发展壮大。同时 ,这种打破时空限制、方便快捷的新型购物方式已经被许多消费者接受。但是 ,经营成功的网上商店却很少。究其原因 ,在网上商店的经营中缺少三件法宝 ,即增强网上商店的粘着力、注重网上消费心理研究、树立网上商店的诚信形象。只有将这三件法宝有机地结合起来 ,溶入网上商店的经营管理之中 ,才能使网上商店真正发挥作用 ,才能为企业和个人经营者创造更多的财富。     

网上商店的经营研究——以零售业为例

随着电子商务的发展,网络购物应运而生。对于零售业而言,如何做好网上商店的经营是其关键的一步。本文分析了网上商店的特点和网上商店的影响因素,并在此基础上,从经营模式和促销策略两个方面提出了如何经营网上商店。     

塑造网上商店品牌形象的六个视角

网上商店如何才能塑造成一个具有良好形象的品牌是很多网商所面临的重要课题。顾客对网上商店的形象是由网上商店的某些客观特征以及顾客的主观感知所组成。但因为在网络上购物行为与在传统商店有所不同，顾客在网上商店购物时所关注的重点也有所差异并影响到网上商店形象的看法会有所不同。文章从六个视角提出了网上商店如何塑造品牌形象，有一定的借鉴意义。     

电子商务专业大学生开设网上商店面临的问题与对策

现在,大学生开设自己的网上商店已经成为一种时尚,尤其是对电子商务专业的大学生来说,开立网上商店既可以锻炼自己的电子商务技能,学到很多有用的实践技能,还可以获得一定的利润,缓解家庭为大学生上学的沉重负担,可谓一举多得。但是,经过笔者的调查,电子商务专业学生虽然自己开立网上商店的很多,但是真正保持运营并且盈利的少之又少,这是为什么呢?电子商务学生开立网上商店都会遇到哪些问题,又如何解决这些问题呢?本文在对电子商务专业大学生开设个人网上商店面临问题做了详细深入调查的基础上,就电子商务专业大学生开设网上商店最关心的一些问题做了简要的分析。     

网上商店的比较优势及其发展前景

随着电子商务活动的普及,网上商店以其投资少、适应性广、成本低、无需存货的特点发展迅速,但与传统商店相比,网上商店仍处于初级阶段,尚未形成真正意义的市场,同时存在不足.本文对网上商店的优势进行分析,指出了其发展前景.     

如何提升网上商店的顾客满意度

本文根据网上购物的特点,对影响网上商店顾客满意度的因素进行分析,进而提出提升网上商店顾客满意度的有效途径。     

网上商店税收征管问题及对策研究

随着电子商务的不断发展深化,网上商店税收征管问题显得越来越复杂.如何发挥税收的作用,又尽量避免其带来的消极影响,已成为世界各国迫切需要解决的难题.本文就我国网上商店税收征管问题的现状、面临的问题以及出现问题的原因进行分析,并积极研究和提出应对网上商店税收的措施.希望能藉此为制定我国网上商店税收政策提供若干合理的建议.     

对网上商店交易问题的探析

随着网络走进千家万户,网上消费已成为趋势.本文从网上商店交易现状、交易存在的问题以及解决的策略来对电子商务虚拟环境下网上商店交易的探析.     

网上商店 诱人前景──访翠微集团翠微大厦计算机部高光敏部长

两个月前,翠微大厦开通了网上购物业务,据说这座“网上商店”是国内零售商开办的第一家网上商店。为此,我们最近走访了翠微大厦计算机部高光敏部长,就网上商店等问题进行了采访。独辟蹊径与众不同翠微大厦网上商店并没有采用时下通用的因特网发布商品信息,而是采用远...     

网上商店经营的心理效应探析

伴随着网络经济的振兴,特别是SARS 疫情的出现以后,人们正在重新认识电子商务在经济建设中的作用。作为实施电子商务直销模式的店铺——网上商店,其经营的成败,不仅关系到电子商务能否真正地发挥作用,而且关系到电子商务的生存与发展。我国的网上消费群体规模正在迅速扩大,但针对消费者的网上商店的数量却急剧下降。在近两年的时间里,我国网上商店的数目下降约三分之一。这种相互逆向的发展趋势对我国网络经济的正常发展不利,必将影响经济建设的步伐。因而,必须要采取有效措施尽快提高网上商店的盈利能力,使更多网上商店的经营走上成功之…     

Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior

Building on the service dominant logic, this study explores the effect of online and offline channel interactivity on consumers’ value co-creation behavior (VCB), the mediating effect of brand involvement, and the moderating effect of cross-channel consistency (CCC). We surveyed 387 customers who engage in omnichannel shopping. The relationship between online and offline channel interactivity and VCB was positive and partially mediated by brand involvement. The interaction effect of online channel interactivity (ONI) and offline channel interactivity (OFI) had a negative effect on brand involvement when CCC was low but a non-significant positive effect when CCC was high. These findings enrich the theoretical understanding of value co-creation and provide insights into omnichannel management.     

网购认知与顾客抱怨行为的关系研究

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。     

网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience

The large majority of online grocery shoppers are multichannel shoppers who keep visiting offline grocery stores to combine convenience advantages of online shopping with self-service advantages of offline stores. An important retail management question, therefore, is how these consumers divide grocery purchases across the retailer's online and offline channel. We provide a comprehensive analysis of the impact of category characteristics on the allocation pattern of multichannel grocery shoppers and find that category allocation decisions are affected not only by marketing mix differences between the online and offline channel, but also by intrinsic category characteristics like perceived purchase risk and shopping convenience. In addition, we examine the effect of online buying experience. In line with expectations, we find that it can affect allocation patterns in different ways: (i) it attenuates the perceived risk of buying sensory categories online, thereby reducing differences in online category share, (ii) it reinforces marketing mix (assortment) effects, thereby making online category share differences more pronounced, and (iii) it has no effect for factors such as promotions that are easy to evaluate without experience, thereby leaving the online category share stable. In addition to different experience effects across allocation factors, we also observe variations in experience effects across consumer segments.     

The Moderating Effects of Involvement on the Relationships Between Satisfaction,Trust and Commitment in e-Banking

Most prior research into customer loyalty emphasizes the effects of the dimensions of online satisfaction and trust. However, research into how customer involvement moderates this relationship model – in the online environment – has been less than conclusive. On the basis of a satisfaction–trust–commitment model, and given that involvement is a significant precondition to customer loyalty, this paper explores the interaction effects of customer involvement on the evaluation of e-banking services.Empirical results were collected from an online survey in electronic financial forums, Usenet and mailing lists. Partial Least Squares (PLS) was used to estimate the parameters of the interaction effects model.The results support most of the hypotheses and, in particular, confirm the moderating role of customer involvement. The influence of online satisfaction on commitment was significantly stronger for highly involved users; conversely, the effect of satisfaction on trust was weaker. However, customer trust had a stronger effect on commitment for customers with high purchase involvement, and a weaker effect for highly ego-involved customers. The interaction role of customer involvement thus offers a more complete view of the satisfaction–trust–commitment model, providing an initial test of the efficacy of using involvement to understand online decisions. Implications for online marketing management and future research in this area are discussed.     

Adoption of Online Social Networks to Communicate with Financial Institutions

Spain's financial sector is not in a healthy state, and the problems that some financial institutions currently face perpetuate the widespread perception of risk across the entire sector. Moreover, the online social networks (OSN) that emerged a decade ago are suddenly at the very heart of digital society. In this study we develop a predictive model to determine that the motivational factors that influence Spanish users' intention to use OSN to communicate with financial institutions are quality management, availability of information, external conditions, trust, perceived compatibility, perceived usefulness, attitude, and intention. Data were collected from 335 Spanish OSN users through an online survey. The results suggest that quality management has a highly significant and positive effect on perceived usefulness and that perceived usefulness has a positive and significant effect on the intention to use social networks to communicate with financial institutions.     

网络环境下企业集团财务管理模式探究

网络环境下集团企业财务管理模式发生重大变化,财务结算速度提高、控制变得更加有力,但同时也带来了新的财务风险。针对集团企业管理链条长、监督环节不当、信息共享性差、资金周转不畅、母子公司目标不一等问题,网络环境下的集团企业对资金和会计人员都应实行统一管理;要加强预算管理,对企业经济活动实施实时控制;要加强投资管理,使投资带给企业利润最大化;要努力提高财务人员网络环境下的实际操作能力。     

Personalized managerial response and negative inconsistent review helpfulness: The mediating effect of perceived response helpfulness

Understanding the effect of managerial response on online review management has attracted the attention of scholars in recent years. However, the effect of personalized managerial response on the negative inconsistent review is a lack of evidence. This study investigates how personalized managerial responses influence negative review helpfulness according to the various levels of review inconsistency and the underlying mechanism behind the effect. We adopted a secondary data analysis based on the TripAdvisor dataset and used an online experiment study to investigate the impact mechanism. Findings reveal that the personalized managerial response positively influences review helpfulness, review inconsistency (negative rating with positive textual sentiment) moderates the effect of personalized managerial response on review helpfulness, and perceived response helpfulness mediates the above relationships. More specifically, personalized managerial response to negative inconsistent reviews has a pronounced effect on consumers’ perception of response helpfulness and their evaluation of review helpfulness. This study improves the current understanding of managerial responses, and provides practical guidance for hoteliers, consumers, and travel websites.     

Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms

Web 2.0 has empowered consumers to voice complaints with reduced costs (physical and psychological), and to share these with a multitude of other consumers on the Internet. As a public phenomenon, online complaints have a negative impact on consumers' evaluations of brands that are under attack in online complaints. By means of an experiment, we study the most effective means for companies to counter complaints as expressed in negative electronic word of mouth (NWOM). The results show that negative brand evaluations engendered by NWOM can be attenuated by webcare interventions dependent on type of strategy (proactive vs. reactive) and platform used (consumer-generated vs. brand-generated blog). This effect appeared to be mediated by conversational human voice. The findings are discussed in the light of practical implications for online complaint management.