Consumer Priorities in Online Shopping
Consumer Priorities in Online Shopping
复制标题
消费者在线购物时优先考虑的事项
DOI：
10.1007/978-3-319-08618-7_37
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
Takashi Okamoto
中科院分区：
文献类型：
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作者：
山倉健嗣;山岡徹;ダニエル・ヘラー;黒田学・小西豊・荒木穂積・バユス･ユイス・平沼博将・坂井清泰・向井啓二・仲春奈;Sajit C.Debnath and Kuhara Masaharu;Takashi Okamoto
本研究通过对1341名日本互联网用户进行问卷调查（基于选择的联合分析），考察了消费者在网上购物中的行为和优先事项。调查发现，受访者更看重网上商店的受欢迎程度，而不是其他属性。令人惊讶的是，受访者认为邮资是比商品售价更重要的标准。我们的研究结果表明，在网上购物的受访者能够容忍邮费和商品的售价，但与没有经验的受访者相比，他们对前者表达了更强烈的厌恶。此外，在网上购物中遇到问题的受访者比其他受访者对网上商店的受欢迎程度估计更低，对更高的销售价格的容忍度更高。这些结果有助于了解顾客，并为网上购物提供有效的营销策略。
This study examines consumer behavior and priorities in online shopping through the distribution of a questionnaire—subjected to choice-based conjoint analysis—to 1341 Japanese Internet users. It finds that respondents placed a higher priority on the popularity of online shops than on other attributes. Surprisingly, respondents considered postage as a more important criterion than the selling price of goods. Our results show that respondents who made purchases at online shops were tolerant of the postage costs and selling prices of goods but expressed a stronger dislike for the former than did inexperienced respondents. In addition, respondents who had faced problems in online shopping estimated the popularity of online shops lower and tolerated higher selling prices more than the other respondents. These results contribute to the understanding of customers and suggest effective marketing strategies for online shopping.