摘要
青年是网络购物的主要消费群体,电商购物节已经成为网络购物重要的促销形式。文中基于254份问卷样本,实证研究在电商购物节情境下,物流和营销沟通因素对青年购物态度的影响。研究表明物流的实物运送因素、消费者对营销沟通的认知因素、消费者对购物节感知有用性因素会对消费者购买意愿产生正面影响。
Youth are the main consumer group of online shopping.E-commerce shopping festival has become an important form of shopping network promotion.Basing on 254 questionnaire samples,this paper investigates the impact of logistics or marketing communication factors on the youth shopping attitude.The findings show that transport efficiency factor,awareness of promotional information and perceived usefulness factor can improve the purchase intention.
作者
周翔翔
张贞
ZHOU Xiang-xiang;ZHANG Zhen(College of Economics and Management,Nanjing Forestry University,NanJing 210037,China)
出处
《物流工程与管理》
2020年第2期138-140,共3页
Logistics Engineering and Management
基金
江苏省教育厅高校哲学社会科学研究资助项目“我国食品企业产业链纵向一体化战略动因与经营绩效研究”(2016SJB630012)
关键词
电商购物节
物流
营销沟通
青年消费群体
E-commerce shopping festival
logistics
marketing communication
youth shopping group
