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同传统市场一样,网络市场消费者满意度的提高离不开网商的努力,而这些努力往往表现为网商的成本付出,因此必然会对网商的收益产生影响。通过建立网商成本与消费者预期满意度关系的研究模型,利用市场交易实际数据进行的实证分析发现,网商的交易成本及边际成本与消费者预期满意度之间存在着不对称U型的非线性关系,网商可以在成本付出与期望达到的消费者满意度之间进行权衡决策,从而达到其最佳收益。
As in traditional markets, consumer satisfaction in the online market can not be separated from the efforts of online retailers. These efforts tend to be costly to network operators, which inevitably has an impact on the revenue of online retailers. Through the research model of establishing the relationship between the cost of network operators and the expected satisfaction of consumers, the empirical analysis using the actual data of market transactions shows that there exists an asymmetric U-type between the transaction costs and marginal costs of network operators and the consumers’ expected satisfaction Non-linear relationship, network operators in the cost of the desired consumer satisfaction and the trade-off between the decision-making, so as to achieve its best return.