信任信号对网络商家销量的影响  

The Effects of Trust Signals on Online Retailer's Sales

作　　者：严欢[1] 李静[2] 

机构地区：[1]北京工商大学商学院,北京100084 [2]中国人民大学商学院,北京100872

出　　处：《商业研究》2015年第10期145-149,共5页Commercial Research

基　　金：北京市社科基金项目"网络零售管理的基础理论研究";项目编号:15ZDB22

摘　　要：网络商家向消费者传递信任信号是常用的营销方法之一,本文运用线性回归方法,通过选取淘宝网站的实际数据,对信任信号有关网络销量是否能产生作用及该机制是否受到商品本身特性的影响等问题进行实证分析,发现信任信号有助于提高网络商家销量,其中能力信号作用最为明显,商品价格对上述关系具有调节作用。Online retailers passing the trust signal to consumers is one of the common methods of marketing. However, we lack of in- depth research on the problems whether the trust signal has effect on the network sales or not, and whether the mechanism is affected by the characteristics of the product itself or not. With linear regression model, this research empirically studies the above problems by selecting the actual data in Taobao, finding that trust signal is helpful to improve the sales of online merchants, the function of the ability signal is the most obvious, and the commodity price has the adjustment function to the above relations.

关 键 词：信任 信号 口碑 网络销量 

分 类 号：F272.3[经济管理—企业管理]