摘要
综合内容分析、文本分析的研究方法,对"当当网"畅销绘本《小猪佩奇》的在线评论内容进行编码分析。研究认为:顾客网购绘本主要考虑儿童阅读者的主体性需求和身心发展现状;除内容因子和感知价值外,赠礼送人、快递服务等因子也会对顾客满意度造成影响,因此不可忽视购买动机中的情感性因素,绘本的配套及衍生服务等辅助性因素对顾客满意度的影响。
This research uses content analysis and text analysis method to analysis the content of the online comment of ＂Dangdang＂ ＇s popular picture book Peppa Pig. The study indicates that the customer＇s online shopping of picture book mainly considers the physical and mental development of children readers. In addition to the content factors and perceived value, gift for relationship, express delivery services and other factors will also affect customer satisfaction, so the affective factors and derivative services supporting factors should not be neglected.
作者
王蔚
Wang Wei(School of Media and Design, Ningbo Institute of Technology, Zhejiang University, Ningbo, 315100)
出处
《出版科学》
CSSCI
北大核心
2018年第4期74-78,共5页
Publishing Journal
关键词
顾客满意度
绘本
影响因素
Customer satisfaction
Picture books
Affecting factors
