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在传统的零售业商圈吸引力理论的基础上,考虑了目前正迅速发展的电子商务市场的虚拟商圈的特点,利用层次分析法建立了电子商务虚拟商圈吸引力模型。首先,确定了不同于传统的零售业商圈吸引力的影响因素;然后,计算各因素的权重,并得出目前影响电子商务虚拟商圈吸引力的主要因素是商品价格和付款的安全性的结论;最后,用AHP分析模型对淘宝、易趣、拍拍三家电子商务虚拟商圈的吸引力进行实证分析,并得出拍拍、淘宝和易趣对买家吸引力减小的结论。
Based on the traditional attraction theory of retail circle, the characteristics of virtual circle in e-commerce market, which is rapidly developing, are considered. The attractiveness model of e-commerce virtual circle is established by analytic hierarchy process. First of all, it determines the factors that affect the attractiveness of the traditional retail circle. Then, it calculates the weight of each factor and concludes that the main factors affecting the attractiveness of the virtual circle are the price of goods and the security of payment Conclusions; Finally, using the AHP analysis model to analyze the attractiveness of Taobao, eBay and pat in the three e-commerce virtual shopping districts, and draw the conclusion that patting, Taobao and eBay are less appealing to buyers.