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真实及虚拟社区是消费者获取口碑信息的重要来源,对真实及虚拟社区消费者网购行为的研究是进行社区网络营销的基础。本文以200个真实社区及400个淘宝旺旺群的数百万条真实交易数据为基础,对真实及虚拟社区消费者在网购活跃度,及购买力等方面进行比较分析,为商家进行社区网络营销提供必要的参考依据。
The real and virtual communities are the important sources of consumers’ access to word-of-mouth information. The research on online shopping behaviors of consumers in real and virtual communities is the basis for marketing community networks. Based on the real transaction data of 200 real communities and 400 Taobao Want groups, this article makes a comparative analysis on the online shopping activity and purchasing power of real and virtual community consumers, Necessary reference.