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近年来,电子商务成为网络经济各行业中最受关注的行业。尽管电子商务网站注册用户数目巨大,但并不是每一个用户都会最后进行在线交易,很大一部分用户可能上来“闲逛”。对于这么一个巨大的潜在买家人群,了解这些用户的行为特征,并理解他们行为背后的原因成为电子商务服务商和相关研究人员关注的焦点。为了回答这些问题,本论文首先总结了以往电子商务文献的发现。接下来,我们利用淘宝网网站的实际数据,分析了只逛不买的电子商务用户行为。下一步,我们利用实地访谈的办法对闲逛用户背后的因素做出了分析与总结。最后,本文探讨了本研究的理论与实践价值。
In recent years, e-commerce has become the most watched industry in all sectors of the network economy. Despite the huge number of registered users of e-commerce sites, not every user will be the last to conduct online transactions, a large part of the user may come “stroll ”. For such a huge potential buyer base, understanding the behavioral characteristics of these users and understanding the rationale behind their actions has become a focus of attention for e-commerce service providers and associated researchers. To answer these questions, this paper first summarizes the findings of previous e-commerce literature. Next, we use the actual data of Taobao website, analysis of e-commerce users do not buy only buy behavior. Next, we use the method of field interviews to analyze and summarize the factors behind the users who are hanging around. Finally, this article explores the theoretical and practical value of this study.