家具电子商务发展对策研究——基于消费者实体店购买家具与网上购买家具的对比分析

Research on the Development Strategy of Electronic Commerce of Furniture——The comparative analysis of the furniture buying of entity shop and online shop

在梳理有关家具消费者购买行为影响因素的相关文献基础上,从人口学统计特征、购买类型及行为、对O2O模式的认知情况等方面设计调查问卷。采用统计分析软件SPSS对消费者实体购买家具和网上购买家具情况进行对比性分析。首先通过对问卷进行分类分别对实体店购买家具的消费者和网上购买家具的消费者进行描述性统计分析,再基于对描述性分析结果的分析合理选取变量进行多元对应分析,最后根据描述性统计分析结果与多元对应分析结果给出发展家具电子商务的对策与建议。

On the basis of literature review from the influential factors of furniture purchasing behavior,the questionnaire was designed from demographic characteristics,purchase type and behavior,and the cognition of O2 O mode. SPSS which is a statistical analysis software was employed to analyze the performance of consumers＇ buying furniture in the store and online furniture purchase. First the questionnaire are classified into two types to analyze their behaviors about buying furniture in the store and in the Internet by descriptive statistical analysis,based on the results of descriptive analysis multiple correspondence analysis were made using the selected variables. Finally,according to the results of descriptive statistics points analysis and multiple correspondence analysis,advice and suggestions about the development of furniture of electronic commerce are given.