论文部分内容阅读
网络零售中新客户与老客户的行为差异性,与传统零售相比更为显著也更有规律。基于“锚定与调整”的理论架构,本文结合网络零售的特征,对网络零售中的新客户与老客户购买行为的服务需求进行了分析,并基于淘宝网的数据进行了实证对比研究。研究结果表明,商家的信息获取服务、商品比较服务、信用保障服务、售后支持服务都对新客户和老客户的购买行为造成了显著区别。其中,新客户对商家的信息获取服务、信用保障服务、售后支持服务的需求较老客户的大;而老客户则对商家的商品比较服务有着更大的需求。本研究对更好地认识网络零售中新客户与老客户购买行为差异的差异,进而指导网络商家更有效地运营有着重要意义。
The behavior difference between new customers and old customers in online retail is more obvious and more regular than traditional retail. Based on the theoretical framework of “anchoring and adjustment”, this paper analyzes the service needs of new customers and old customers in online retail based on the characteristics of online retailing, and conducts an empirical comparative study based on the data of Taobao . The results show that the business information acquisition service, product comparison service, credit guarantee service and after-sales support service all make a significant difference to the purchase behavior of new customers and old customers. Among them, the new customers on the business information access services, credit support services, after-sales support services demand more than the older customers; while the old customers on the merchant goods more services have a greater demand. This study is of great importance to better understand the difference in purchasing behavior between new customers and regular customers in online retail, and to guide online merchants to operate more effectively.