基于电子用户口碑的消费者网购决策分析

Analysis on the consumer online shopping decision based on electronic user reputation

随着近年来女性消费者网购化妆品的数量逐年增加,网购的便利性越来越明显。就女性消费者网购决策而言,电子用户口碑是影响其网购与否的至关重要的因素。因此,文章通过问卷调查法,结合SPSS软件分析可行性数据,研究电子用户口碑和女性消费者网购化妆品的购买决策之间的关系。研究结果表明,电子用户口碑确实会影响女性消费者网购化妆品的购买决策。其中,资源的可靠性、电子用户口碑的质量以及电子用户口碑信息感知可信性均对女性消费者网购化妆品的购买决策有影响。另外,文章通过研究发现,年龄、教育背景、职业和收入状况对女性消费者是否选择网购化妆品并没有影响。

With the increasing number of female consumers to buy cosmetics online in recent years, the convenience of online shopping is becoming more and more obvious. As far as purchase decisions of female consumers online, the reputation of electronic users is a crucial factor that affects their online shopping or not. Therefore, this article analyzes the relationship between electronic user reputation and the purchase decisions of Chinese female consumers to buy cosmetics online by questionnaire survey and SPSS software. The results show that electronic user reputation affects indeed the purchase decision of female consumers to buy cosmetics online. Among these, the reliability of resources, the quality and perceived credibility of electronic user reputation have an impact on the purchase decisions of female consumers to buy cosmetics online. In addition, the article found that age, educational background, occupation and income status have no effect on whether female consumers choose buy cosmetics online through research.