摘要
淘宝网是目前国内最大的网络购物网站。调研表明,网络口碑已成为影响消费者消费决策行为的重要因素。卖家是否加入商盟、消费者保障服务、对商品的正负面评价等网络口碑信息,都是消费者做出网购决策的重要依据。
The Taobao website is currently the largest domestic website of online shopping. This study has done, taking the Taobao website as a case, a survey and questionnaire on online consumers. The study has found that the website reputation is a major factor influencing the consumers＇ decisions about shopping. Such positive information as the seller＇s joining the commercial league, ensuring consumer service and positive evaluation will all be important elements affecting the consumers＇ decisions about online shopping.
出处
《龙岩学院学报》
2013年第4期122-128,共7页
Journal of Longyan University
基金
福州大学至诚学院SRTP课题"网络口碑对消费决策的影响调查"(XXGL201010)
关键词
网络口碑
淘宝网
消费者
网购决策
reputation of website
Taobao
consumer
decisions about online shopping
