电商狂欢节消费者网购行为选择及其满意度分析  

Consumer Behavior Choice and Satisfaction during E-commerce Carnival

作　　者：罗芳[1] 陈鹏[1] LUO Fang;CHEN Peng(School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《山东财经大学学报》2018年第6期77-88,共12页Journal of Shandong University of Finance and Economics

摘　　要：每年"双十一""双十二"都是电商狂欢盛宴,吸引无数消费者参与线上网购。文章利用2017年两期电商狂欢节的网购调查数据,结合消费者的心理特征和行为特征,对网购行为选择以及网购的满意度进行了分析。结果显示:调查对象中"双十一"的网购人数远高于"双十二";性别、年龄、婚姻、受教育程度、网购经历、商品质量评价和购物欲望对人们网购行为选择有重要的影响;网购消费金额与参与活动获得的满意度之间存在倒U形的关系,两期拐点对应的消费金额约为4 600元和3 000元;"双十一"期间消费者年龄、受教育程度都显著提高了网购的满意度,网购商品的评价对两期购物满意度均有一定负向影响。据此,为新常态下指导大众网络消费、电商繁荣发展提出了相关建议。Every"double eleven"and"double twelve"are e-commerce carnival feasts,attracting countless consumers to participate in online shopping.Based on the online shopping survey data of the two e-commerce carnivals in 2017 and combined with the psychological and behavioral characteristics of the consumers,this paper analyzes the online shopping behavior choice and satisfaction.The results show that the number of online shoppers in"double eleven"is much higher than that in"double twelve";gender,age,marriage,education,online shopping experience,commodity quality evaluation and shopping desire have an important influence on online shopping behavior choice;there exists an inverted U-shaped relationship between the consumption amount of online shopping and the satisfaction of the participating activities and the corresponding consumption amount of the inflection point of the two periods is about 4,600 yuan and 3,000 yuan;during the"double eleven"period,consumers'age and education have significantly improved the satisfaction of online shopping while the evaluation of online shopping products has a certain negative impact on the satisfaction of the two periods of shopping.Accordingly,relevant suggestions on commodity quality and consumers'education level are put forward.

关 键 词：电商狂欢 网购选择 满意度 二元Logit模型 倒U形 

分 类 号：F724.6[经济管理—产业经济]