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随着网购环境市场的日益规范和成熟,用户网购的商品品类从原来的少品种低价值过渡至当下的多品种高价值。虽然网购已成为用户不可缺少的购物方式之一,承担风险的能力也较过去有了很大的提升,但对于高价值的商品如:电脑、珠宝、海淘商品等还是承担了较高的商品品质和财物风险这也会制约用户产生购买行为,对于经营高风险产品的网站商家如何降低用户感知风险和提升用户的让渡价值,从而引导其选择倾向和购买决策是提升市场竞争力抢占市场份额的重要环节,本文将以用户购买过程的五个环节为基点阐述购买过程对网站的影响及相关的应对措施。
With the online shopping environment market increasingly standardized and mature, the user online shopping product categories from the original variety of low-value transition to the current multi-species high value. Although online shopping has become one of the indispensable shopping methods for users, the ability to take risks has also greatly improved over the past. However, for high-value products such as computers, jewelry and marine products, they still bear higher prices Quality and property risk This will also restrict the user’s purchase behavior. For websites operating high-risk products, how to reduce the user’s perceived risk and increase the user’s concession value, leading their selection tendency and purchase decision to enhance their market competitiveness and gain market share An important part of this article will be based on five aspects of the user purchase process as the starting point to explain the impact of the purchase process on the Web site and related countermeasures.