在线购物的营销概念模型研究

本文认为,增强消费者在线购物意愿可以从以下几方面入手:根据人口统计特征、技术准备程度、特定领域创新性等变量,细分消费群,开展针对性营销;从信忠性、交互性等方面提升网站感知利益;从产品因素、网站安全性、网络体验、网站声誉等方面减少感知风险;关注、利用社会群体影响,优化零售业务;优化网上产品组合,提升购买意愿.

Exploring Marketing Conceptual Model of Online Shopping

The authors believe that we could improve the consumers' willingness of online shopping from such several aspects as carrying out tailored marketing based on demographics,technology,the level of innovation and the segmentation of the consumers,improving the perception benefit of the network in terms of information and interaction,decreasing the perception risk in terms of product,safety of the network,internet experience and the reputation of the network,and optimizing retailing business by paying more atte...