基于网购忠诚度的性别差异分析

Analysis of Gender Based on Online Shopping Loyalty

在网络市场环境下,消费者选择种类多,选择自由度加大,提高消费者的忠诚度对于商家来说显得尤为重要,因此,B2C商家应当区分自己的客户,这样才能有针对性地提高顾客忠诚,获得更大利润。本文采用非参数检验法——游程检验,对消费者的性别做差异性检验,分析性别对忠诚度是否存在差异,以便商家在推出销售策略时,考虑到性别的差异,有针对性的吸引客户,获取更大盈利。

In the E-market environment, consumers have more options and more free when they choose something. It is particularly important for the business to improve consumer loyalty. Therefore, the business should know how to recognize their own customers so as to improve customers’ loyalty and gain more profits when they are in the B2C market. In this paper, a non-parametric test—run test, is adopted to test the gender differences of consumers, and analyze whether the gender will impact consumers’ loyalty, so that business can take gender into account when launching appropriate sales strategies to attract customers and achieve greater profits.