摘要
采用实证研究的方法,通过实地调研某知名电子商务企业的顾客群,收集相关数据,进行回归分析,研究了B2C电子商务环境下顾客渠道选择行为特点。研究发现:B2C电子商务环境下顾客倾向于主要从信息搜索、评估选择、购买和收货四个方面来决策自己的渠道选择行为,并以此对企业经营提供切实有效的应对策略。
The paper studies the customer group of a noted e - commerce enterprise through field survy, collects relevant data, and performs regression analysis on them. The findings show that in the B2C environment, the customers make their channel decisions mainly on the basis of considerations along the lines of information availability, information reliability, order processing speed, and delivery.
出处
《物流技术》
2010年第15期89-92,共4页
Logistics Technology
基金
大学生创新项目(0940012)
关键词
B2C电子商务
渠道选择
顾客满意
回归分析
B2C e- commerce
channel selection
customer satisfaction
regression analysis
