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本文以国内网购论坛网友点评为依据,对淘宝商城、京东商城、当当网三家网上商城的顾客感知形象进行实证评价。研究结果表明:顾客对国内网上购物商城感知形象的整体评价主要集中于“商品质量”、“商品价格”、“物流便捷性”、“服务态度”、“网站促销”及“退换货服务”等方面。尽管三家购物商城的吸引物相似、定位相近,但顾客对三家商城的形象感知存在明显差异。最后,依据研究结论,对国内网上购物商城的发展提出相关建议。
This article is based on the domestic online shopping forum User Reviews, Taobao Mall, Jingdong Mall, Dangdang three online store customer perception image for empirical evaluation. The results show that the overall evaluation of the customer’s perception of online shopping mall in China mainly focuses on the following aspects: “product quality ”, “commodity price ”, “logistics convenience ”, “service attitude Promotion ”and “ return service ”and so on. Although the three shopping mall attraction similar, similar positioning, but the customer perception of the three stores there are significant differences in image. Finally, based on the conclusions of the study, we put forward some suggestions on the development of the domestic online shopping mall.