期刊文献+

网店形象购后评级、新产品质量评价与购买意愿

Post-Purchase Ratings for Store Image, New Product Quality Evaluation and Purchasing Intention
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摘要 由于缺乏在线消费者评论和成交记录等第三方信息,消费者与零售商关于新产品的信息不对称更加严重。当多家网店同时推出同一新产品时,消费者依据什么信息做出购买决策呢?根据传统理论,商店形象成为消费者评估产品质量和购买意愿的基本线索。以年轻消费者为研究对象,运用联合分析方法,数据显示商家描述与宝贝相符程度、服务态度、卖家信用是买家最看重的三个形象维度,网店的部分形象维度对质量评价和购买意愿的贡献率因产品特征不同而有显著性差异,其组合也具有不同的市场占有率。消费者积累性评价不但可以成为商店形象的重要组成部分,而且也深刻地影响着潜在消费者的行为,网络商店可以积极利用这一结论完善自身的营销策略。 The lack of third-party information such as the online consumer review and transac- tion records results in more severe information asymmetries between the sellers and buyers. The online store image based on post-purchase ratings probably could be the only or the most important cues or signals for new product quality evaluation while many stores display the certain same new i- tem online simultaneously, thus affecting the purchase intention and online store choice. By conduc- ting the conjoint analysis on the data collected from the young adult consumers, the results showed that the extent to which the seller's descriptions are consistent with the items (DCI), service atti- tude (SA), credit of the sellers (CS) are the most important dimensions for buyers, some dimen- sions' contribution percentage to new product quality evaluation and purchase intention varied signif- icantly with the product categories, and the mixes of dimensions also had the different market shares. The post-purchase ratings consumers accumulated online not only should be the important part of store image, but also impact the choice of potential consumers, so the online stores can ap- ply the conclusions we drew from this research to improve marketing strategies.
作者 宋思根 王平 徐伟 SONG Si-gen , WANG Ping , XU Wei (1. School of Business Administration, Anhui University of Finance and Economics, Bengbu 233030, China; 2. School of:Management, Fudan University, Shanghai 200433, China)
出处 《现代财经:天津财经学院学报》 CSSCI 北大核心 2016年第7期70-79,共10页 Modern Finance and Economics(Journal of Tianjin University of Finance and Economics)
基金 教育部规划基金项目(14YJA630050)
关键词 网店形象 新产品 质量评价 购买意愿 online store image new product quality evaluation purchasing intention
作者简介 宋思根,男,安徽财经大学工商管理学院教授,博士,主要从事消费者行为研究, 王平,男,安徽财经大学工商管理学院副教授,博士,复旦大学管理学院博士后,主要从事网络营销研究; 徐伟,男,安徽财经大学工商管理学院副教授,博士,主要从事品牌营销研究。
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