只逛不买的电子商务用户分析——以淘宝网为例  

Analysis of ＂Browsing but Non-shopping＂ E-commerce Users--An Empirical Research based on Taobao. com

作　　者：徐赟[1] 张盼[1] 丁婕[1] 

机构地区：[1]西南财经大学经济信息工程学院

出　　处：《信息系统学报》2012年第2期64-75,共12页China Journal of Information Systems

基　　金：西南财经大学“211工程”三期青年教师成长项目基金(211QN10107)

摘　　要：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 becomes the greatest phenomenon in network economy.＂ Although the number of registered users on e-commerce sites is enormous, not everyone will purchase online finally, most of the users just simply browse online. For such a large group of potential buyers,how to understand their behavior and the underlying reasons is a key problem of e-commerce service providers and researchers. In order to answer these questions, the paper first reviews related literature. Further, based on empirical data of Taobao. com,we analyze the ＂browsing but non-shopping＂ e-commerce user behavior. Next,we use the interview method to analyze and summarize the factors behind the users＇ behavior. At last,we explore the theoretical and＇ practical implication of the study.

关 键 词：电子商务 C2C 用户行为 

分 类 号：C931.6[经济管理—管理学] C936