影响消费者参与在线交易评价因素的实证研究

Inluencing Factors of Customer Participation in Evaluation of OnlineTransaction

消费者通过参与评价产品或服务来分享在线交易的体验,同时,消费者也通过网络交易评论了解产品或服务的信息。在线交易评价是消费者购买决策和商家做出营销决策的重要影响因素,实证研究表明,外向型的消费者、具有利他动机、网络社区的资讯性是影响顾客参与在线交易评价的主要因素。

More and more customers share the experience of online transactions and evaluating the products or services. At the same time, more and more customers, through the word-of-mouth on the internet, get the information of the product or service. Therefore, the internet word-of-mouth is not only an important influencing factor for customers to the make decisions on buying, but also for enterprise or business to make decisions on marketing. Empirical studies show that extroverted customers, altruistic motives, informative online community are the main factors affecting customer＇s participation in online transaction and evaluation.