摘要
网上购物已经成为很多人的购物首选方式,特别是在5G背景下,消费者可以快速了解全面、真实的商品信息,而了解商品信息受其展示方式的影响。为探究商品展示方式对消费决策的影响情况,在消费者购买决策理论、消费心理理论文献研究基础上析取影响因素。以线上消费者为目标对象展开问卷调查,析取并构建线上商品展示方式对消费者决策影响因素模型。最后,使用八爪鱼数据采集器采集网络商品销售、销量与展示方式数据;借助Excel、SQL数据管理软件实现网络数据管理、数据标准化、质量检验等操作;针对优化后数据,按照模型验证结果对各类商品的展示方式与销售数据分别进行相关分析。发现商品展示方式的选择对消费决策有正向影响关系,并且用户的使用频率、消费能力、产品易用性等因素通过用户性别对展示方式选择也具有正向影响。
Online shopping has become the first choice for most users,especially in the context of 5G,users can quickly understand comprehensive and real product information,and users understand product information which is affected by its display method.In order to explore the influence of product display mode on consumption decision-making,the influencing factors are analyzed on the basis of the literature research of consumer purchase decision theory and consumer psychology theory.Questionnaire survey was conducted to target online consumers,and the factors influencing online product display methods on consumer decision-making were analyzed and constructed.Finally,octopus was used to collect data on online product sales,sales and display methods.With the help of Excel and SQL data management software,network data management,data standardization,quality inspection and other operations are realized;For the optimized data,the display mode and sales data of various products are analyzed according to the model verification results.It is found that the choice of product display mode has a positive impact on consumption decision-making,and factors such as user frequency of use,consumption power,and product ease of use also have a positive impact on the choice of display mode through user gender.
出处
《上海市经济管理干部学院学报》
2023年第6期37-45,共9页
Journal of Shanghai Economic Management College
基金
大连市社会科学院课题“基于组织间信息系统的新型智库建设影响关键因素研究”(ZX2018SK038)
大连市社科联项目“基于UTAUT(整合性科技接受模型)的科技资源共建共享机制研究”(2021dlskzd195)。
关键词
商品展示方式
决策倾向
购买决策
数据分析
运营策略
Product Display Method
Decision-Making Tendencies
Purchasing Decisions
Data Analysis
Operational Strategy
作者简介
孙林(1990-),男,河南鹤壁人,大连东软信息学院信息与商务管理学院讲师、辽宁师范大学教育学院博士研究生,研究方向:电子商务数据分析研究。
