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研究电子商务下消费者行为偏好有助于了解网络消费者的决策心理,制定正确的营销策略。结合网络购物特点,基于消费者商品效用最大化原则,提出了购买风险、商品质量、价格、售后服务及商品配送5个决策指标,建立了商品效用量化模型,在此基础上,构建了网络消费者购买商品偏好序列曲线。研究结果表明,偏好序列曲线反映了消费者对待商品的态度、偏好及网络消费者的决策行为模式。 相似文献
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消费者网络评价在电子商务中引导消费者的网购行为,而消费者特征、商家因素和物流因素在不同程度上影响消费者网络评价结果。具体分析了11个因素,构建了消费者网络评价影响因素的理论模型,结合195份调查问卷,通过Logistic回归检验了11个因素对消费者网络评价的影响。研究结果表明:消费者宽恕倾向、经验特征、商品质量、售后服务质量和配送速度对消费者网络评价有正向影响,交付态度和交付方式对消费者网络评价有负向影响,而商品一致性、价格、商家声誉和商品完好性对消费者网络评价没有显著影响。其中,质量是核心影响因素。此外,研究发现高收入和高学历群体越来越注重网络购物的整体体验,对电商的期望更高。 相似文献
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【目的/意义】消费者评论数量巨大且充满随意性,因此需要对评论信息进行分析,信息分析可以给潜在消
费者提供有价值参考,可以给商家提供消费者对产品的反馈意见,也可以给平台改善服务提供参考,从而实现消费
者、商家和平台的共赢。【方法/过程】以从京东商城爬取的部分产品评论文本为研究对象,使用词频、词云分析的方
法对评论中的产品特征进行抽取,分析消费者对产品属性的偏好,通过情感倾向计算方法,对五种不同类别的产品
评论进行情感倾向分析,并研究消费者对产品属性的偏好和情感倾向间的关系。【结果/结论】研究结果表明,对于
不同类型的产品,消费者有不同的属性偏好,且关注的产品特征数量也不同。在此基础上,分别对商家、电商平台
和消费者提出了有针对性的建议。【创新/局限】使用评论挖掘的方法,从消费者、商家和平台三个视角进行研究,提
出应对方法。但对数据的处理仍然不够精确,有待进一步研究。 相似文献
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【目的/意义】探究学术社交网络用户使用动机与行为的投射关系,从行为数据中反推使用动机并基于动机
构建群体画像,为平台定位用户群体、挖掘需求偏好提供指导。【方法/过程】首先剖析学术社交网络用户使用动机
的投射过程,明确动机类型及不同动机下行为的投射表达;然后设计用户使用动机画像的总体流程,最后以小木虫
社区为例,采集相应的行为数据进行动机画像的实验分析。【结果/结论】结果表明样本可划分为五类群体,通过类
簇中心与平均用户的对比可从动机视角概括出群体特征标签,解读出用户使用动机及需求偏好。【创新/局限】在变
革用户使用动机的获取方式、发挥动机研究对运营实践指导作用方面进行了创新性尝试,但在细粒度行为数据采
集及不同领域对比分析方面有待进一步研究。 相似文献
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电力来源清洁化对于中国的环境保护和能源安全有重要意义。了解公众对电力来源清洁化的偏好及支付意愿可为政府制定能源改革政策提供支撑。本文采用离散选择实验法研究了公众对电力来源清洁化的偏好和支付意愿,分析了电力来源结构、环境影响（CO2、SO2排放量）、电价等属性对偏好的影响以及不同特征个体间偏好的差异。基于在中国10个主要城市收集到的1008份有效问卷,本文运用Mixed Logit模型和Latent Class模型分析了数据。结果发现：①公众对电力来源的偏好存在地域差异;②电力来源带来的环境影响以及电价的增加均与公众对电力清洁化偏好程度呈负相关;③不同特征的个体对电力来源的偏好也不同,年龄越大、收入越高、居住地越靠近城市和越重视环保的受访者,越偏好清洁的电力来源;④公众愿意为SO2或CO2排放量降低30%的清洁电力多支付31%的电价,公众的环保态度对该支付意愿的影响（差异为26%左右）大于社会经济特征（如年龄）对支付意愿的影响（差异为15%左右）。基于此,本文建议在各地采用精细化的政策促进电力来源清洁化,以及增强公众的环保意识,尤其是低收入群体、年轻群体和乡村群体,从而提高公众对清洁可再生能源的接受度和支付意愿。 相似文献
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摘S要：考虑基于产品低碳度的消费者低碳偏好,运用变分不等式和均衡理论,构建政府补贴下的闭环供应链网络均衡决策模型,随后采用修正投影算法,仿真分析了政府补贴和消费者低碳偏好对闭环供应链网络均衡决策的影响。研究结果表明：政府补贴与消费者低碳偏好均有助于促进企业回收再制造,但较低的政府补贴会损害消费者利益,较高的消费者低碳偏好增长了再制造产品对新产品的挤兑效应；政府补贴再制造产品消费者有可能导致制造商与消费者共享补贴,提升闭环供应链网络的经济绩效,但环境绩效降低；消费者低碳偏好较低时,网络及制造商经济绩效较高,但环境绩效较低,消费者低碳偏好较高时,网络及制造商可获得较高的环境效益,但需要以放弃部分经济效益为前提。 相似文献
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本文分析了消费者偏好和分群现象,阐述了网络营销的运作流程和现有的网络营销模式。根据网络营销特点构建基于消费者偏好分群的网络营销模型,并且通过构建群体偏好聚合模型来解释如何对群体偏好进行数据挖掘。 相似文献
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随机需求下基于企业社会责任的多准则供应链网络均衡模型研究 总被引：1，自引：0，他引：1
企业社会责任包括经济利益最大化、社会效用最大化和环境污染最小化,通过整合这三个决策目标,构建了随机需求下基于企业社会责任的多商品、多准则供应链网络均衡模型。运用Nash均衡及带权重系数的价值函数分析制造商间、零售商间的非合作竞争行为,描述基于企业社会责任的多目标决策行为;使用商品的销售价格、交易成本及企业社会责任等因素产生的品牌差异、消费者偏好的商品效用函数研究需求市场上产品选择问题,分别得到了供应链各层及整个网络的最优化条件,最后给出具体算例以说明企业社会责任活动对随机需求的供应链网络均衡的影响。 相似文献
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《Information processing & management》2020,57(6):102323
With the fast growth of e-commerce and the emerging new retail trend—online and offline integration—it is important to recognize the target market and satisfy customers with different needs by analyzing their online search behaviors. Accordingly, we propose sequential search pattern analysis and clustering to analyze consumers’ search behavior throughout the entire shopping process from the perspective of consumer need-states. We seek to understand how recommendation functions (RFs) or popular non-RF web features help consumers to shop online from a need-state perspective. We adopt maximal repeat patterns (MRPs) and lag sequential analysis (LSA) to analyze the sequence of search paths and identify significant repeated search patterns. Furthermore, to investigate the behaviors of customers with different types of need-states, we analyze webpages related to RFs and non-RF features using clustering to connect the evaluation results of search patterns with page traversal behaviors. This yields four groups of consumers who browse for information, adopt recommendations, consult reviews, and conduct searches with different levels of goal-oriented or exploratory-based need-states. The results show that consumers with strong goal-oriented need-states have the simplest search paths compared to other groups, whereas exploratory-based consumers have the most complicated search paths. Furthermore, consumers with higher need-states tend to search directly, consult reviews carefully, and have stored sequential search patterns, whereas consumers with exploratory-based need-states tend to explore the categories of products and adopt product classification hierarchy as a pivot to explore web features and then adopt specific types of RFs. Interestingly, consumers in the review-consulting group all belong to the goal-oriented need-states type with strong knowledge-building behaviors compared to others. The results reveal that each group employs its own particular web features to facilitate the shopping process and we can identify consumer types based on shopping behavior in the early stage of shopping. This suggests that e-store sellers can refine web features and deploy marketing strategies tailored to the search patterns for different levels of need-states. 相似文献
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The development of big data and Internet of things (IoT) have brought big changes to e-commerce. Different kinds of information sources have improved the consumers’ online shopping performance and make it possible to realize the business intelligence. Grip force and eye-tracking sensors are applied to consumers' online reviews search behavior by relating them to the research approaches in IoT. To begin with, public cognition of human contact degrees of recycled water reuses with grip force test was measured. According to the human contact degrees, 9 recycled water reuses presented by the experiment are classified into 4 categories. Based on the conclusion drawn from grip force test, purified recycled water and fresh vegetable irrigated with recycled water are regarded as the drinking for high-level human contact degree and the irrigation of food crops for low-level human contact degree respectively. Several pictures are designed for eye-tracking test by simulating an on-line shopping web page on Taobao (the most popular online shopping platform in China). By comparing the fixation time participants spent on the areas of interest (AOIs), we justify that consumers' online reviews search behavior is substantially affected by human contact degrees of recycled products. It was found that consumers rely on safety perception reviews when buying high contact goods. 相似文献
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《International Journal of Information Management》2017,37(6):520-538
This study applied the concept of online consumer social experiences (OCSEs) to reduce online shopping post-payment dissonance (i.e., dissonance occurring between online payment and product receipt). Two types of OCSEs were developed: indirect social experiences (IDSEs) and virtual social experiences (VSEs). Two studies were conducted, in which 447 college students were enrolled. Study 1 compared the effects of OCSEs and non-OCSEs when online shopping post-payment dissonance occurred. The results indicate that providing consumers affected by online shopping post-payment dissonance with OCSEs reduces dissonance and produces higher satisfaction, higher repurchase intention, and lower complaint intention than when no OCSEs are provided. In addition, consumers’ interpersonal trust (IPT) and susceptibility to interpersonal informational influence (SIII) moderated the positive effects of OCSEs. Study 2 compared the effects of IDSEs and VSEs when online shopping post-payment dissonance occurred. The results suggest that the effects of IDSEs and VSEs on satisfaction, repurchase intention, and complaint intention are moderated by consumers’ computing need for control (CNC) and computer-mediated communication apprehension (CMCA). The consumers with high CNC and low CMCA preferred VSEs, whereas the consumers with low CNC and high CMCA preferred IDSEs. The effects of VSEs and IDSEs on consumers with high CNC and CMCA and those with low CNC and CMCA were not significantly different. 相似文献
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Since much online shopping is attributed to online impulse buying, it is important to define this particular shopping process. This process has three important issues, perceived risk for virtual stores as well as e-store design and psychological state for online shopping. This is because consumers are both system users and impulse buyers when shopping on e-stores. E-store design is based on the interaction of customers with e-stores and the expectation-confirmation model supports examination of this issue with a wide familiarity in IT use. Psychological state is emotional responses to the stimulus of products in e-stores and flow theory, with task skill and task challenge as precursors, is suitable for exploring this issue. Grounding on the three issues, this study proposes a new research model with these considerations to thoroughly examine the determinants of online impulse buying. Flow state and customer satisfaction also interact with each other. Empirical research shows an important link for the three defined issues of online impulse buying. 相似文献
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在线评论的出现推动了消费者网络购物决策行为的展开,以DEMATEL方法为基础,研究在线评论有用性的影响因素,为进一步促进消费者网络购物决策,推动网络购物决策理性行为的展开提供理论借鉴。在构建在线评论有用性影响因素体系基础上,运用模糊集理论与DEMATEL方法,分析15个影响在线评论有用性因素的属性及其相互关系,并识别出其中消费者专业知识、评论者信息披露、商品涉入度、评论写作风格、评论及时性以及评论信息完整性等6个关键影响因素。根据研究结论提出消费者信息管理是当务之急,商家需要进一步针对不同价位商品,注重评论内容的管理,促进消费者间的社会交流。 相似文献
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【目的/意义】随着网络购物的普及,在线评论成为影响消费者、销售者和生产者决策的重要数据。大数据
时代,在线评论呈现出多源异构、爆发式增长的特点,难以为用户的购买决策和商家竞争提供有力的情报支撑。【方
法/过程】本文利用多源异构的在线评论数据构建知识图谱,提出了一种基于多源异构数据构建知识图谱的框架,
模式层构建围绕在线评论的信源、内容以及形式构建,最终形成知识图谱的概念框架,并运用word2vec从多源异构
文本中获取实体、关系和属性,并进行数据融合与知识图谱分析。【结果/结论】实验部分以手机商品在线评论为例,
验证了本文所构建的知识图谱对在线评论相关研究及挖掘的有效性,研究结果揭示了多源异构在线评论数据的特
点,为大数据环境下在线评论信息组织、展示和挖掘提供了新的研究视角。【创新/局限】运用知识图谱对在线评论
进行描述,有效解决信息过载、多源异构信息融合等问题。本文采用半自动化的方式构建知识图谱,未来考虑引入
无监督的方法提高构建效率。 相似文献
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【目的/意义】本研究基于个体认知加工的视角,探索消费者对在线评论有用性的感知过程和感知结果,并揭示在线评论影响消费者购买决策的过程机制。【方法/过程】本研究以120名大学生为被试,开展2评论类型(客观VS主观)×2认知需求(高VS低)的眼动实验,探索消费者对于在线评论有用性的感知过程和感知结果。【结果/结论】结果表明:(1)与主观体验评论相比,消费者对客观属性评论的注视时间更长,感知有用性更大,购买意愿也更强;(2)与高认知需求者相比,低认知需求者的注视时间较短,感知有用性较大,购买意愿也较大;(3)认知需求显著调节评论类型对注视时间的影响,但对感知有用性和购买意愿的调节效应不显著。据此,建议相关企业采取个性化匹配的措施,使得评论类型能够切合消费者的认知需求水平,以便提高在线评论的感知有用性和消费者的购买意愿,从而做出更为满意的购物决策。 相似文献
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Web2.0时代,阅读在线产品评论已经成为人们购物前的一种习惯。然而,网络上的评论数量巨大且观点不一,消费者很难获取到真正对其有用的评论。本文从研究中文在线产品评论的有用性评估入手,结合中文在线评论的特点,构建了评论有用性评估特征体系。以二分类思想为中心,基于文本挖掘的基本流程,实现对中文产品评论的分类,并考察了评论内容各特征对分类效果的影响。结果表明,本文提出的评估方法能有效识别出有用评论,并且发现浅层句法特征在分类中的贡献度较高,语义特征与情感特征则会因语料类型的不同而有不同的分类贡献度。 相似文献