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交易评价对消费者购买行为影响的实证研究——基于对女性大学生群体在线购买化妆品的调查

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摘要 21世纪以来,电子商务在我国呈现出良好的发展态势.而交易评价对消费者购买行为的影响也是不容小觑的,电子商务卖家如何通过控制交易评价来适应网购需求,从而占领网购市场对其未来发展至关重要.本文从评价字数、评价中肯程度、评价有效性、评价时效性、产品价位等方面选取若干变量作为影响因素展开分析,最终有针对性地提出促进消费者网购的建议与优化策略.
作者 韩梦逸 孙喆
机构地区 南京农业大学
出处 《中国电子商务》 2014年第18期30-31,共2页 E-commerce in China
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