制约体育用品网络销售的因素调查与对策

Factors Restricting Network Sales of Sports Goods and the Countermeasures

结合网络购物的特性,从店铺信用、产品价格、所销售体育用品的描述完整度、顾客好评率和配送服务质量五个测量维度,对所得到的数据进行统计分析,并提出了相应的网络营销建议,以期能促进网络体育用品销售市场的发展。

Since the 20th century, scholars at home and abroad have always been trying to come up with many theoretical model frameworks to analyze and reveal the general rules hidden behind consumers, including the common mod- els of EKB （ 1968）, Howard - Sheth （1963） and Nieosia. Based on the characteristics of network shopping, the paper, from the five measuring dimensions of store credit, product price, integrity of sports goods description, customerg evaluation and quality of distribution service, conducts a statistic analysis of the concerning data and suggests some corresponding countermeasures for network marketing of sports goods.