消费者购物渠道选择的影响因素研究
Study on the Significant Factors of Consumers’ Choice of Purchase Channel

作者: 李丽丽 :中国人民大学统计学院应用统计科学研究中心,北京; 吕晓玲 :xiaolinglu@ruc.edu.cn;

关键词: 购物渠道网络团购离散选择模型 Purchase Channel Online Group Buying Discrete Choice Model

摘要:

随着电子商务的不断发展,网络购物作为一种新兴的购物方式,对传统购物产生一定冲击,在人们的生活中发挥越来越重要的作用。近几年,出现了一种新型的购物方式——网络团购,消费者在此渠道购物,交易成交不再是买方和卖方简单地达成一致便可,而是需要购买者达到一定规模以上的数量之后才可成功进行,以便于获得较大程度上的优惠价格。因此,网络团购有别于一般B2BB2C网络购物,是一种特殊的网络购物方式。本文在总结国内外学者的研究基础上,结合消费者的行为理论和离散选择模型,进行消费者购物渠道选择的影响因素研究,从而为商家和网络平台提供一定的可行性建议。

Abstract:

 With the development of e-commerce, online shopping as a new way of purchase channel, has a certain impact on people’s life and palys an important role in everyday life. In recent years, there is a new purchase channel—online group buying. It is not a simple transaction between buyer and seller, but requires a minimum number of buyers for the success of transaction in order to get great price discount. Therefore it is different from traditional B2B or B2Cshopping modes as a new purchase channel. Based on previous re- search on consumer behavior theory and discrete choice models, this paper studies the significant factors of consumers’ choice of purchase channel. The results provide useful suggestions to e-commerce companies.

 

文章引用: 李丽丽 , 吕晓玲 (2012) 消费者购物渠道选择的影响因素研究。 统计学与应用, 1, 16-19. doi: 10.12677/SA.2012.12004

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