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目前我国的电子商务已经取得了飞速发展,网络购物市场也扩大了竞争激烈程度。部分商家为了招徕顾客,以低价进行网络促销。所谓网购平台大规模降价促销则是天猫平台从2009年其定期在双十一这天举行的整体降价促销活动。本文对消费者购后失调以及购后评价进行了分析,研究了这种行为对消费者购后失调和评价的影响因素,最后提出相应的营销建议量,希望具有借鉴意义。
At present, China’s e-commerce has achieved rapid development, and the online shopping market has also expanded its competitive intensity. Some merchants use online promotions at low prices in order to attract customers. The so-called large-scale price-cutting promotion of online shopping platform is the overall price reduction promotion activity that Tmall platform held on the double 11th day from 2009. This article analyzes the customer’s post-purchase disorders and post-purchase evaluations, studies the factors that influence this behavior and the consumer’s post-acquisition disorder and evaluation, and finally proposes the corresponding marketing recommendations, hoping to have implications for reference.