跨境进口商品价格和评价对销量的影响分析——以婴童快消品为例  

Impact Analysis on Price and Review of Cross-border Import Goods on Sales Volume——Taking Baby Fast Consumer goods as an example

作　　者：李文华[1] 姚璐雯 李相 Li Wenhua;Yao Luwen;Li Xiang(School of Electronic and Information Engineering,Taizhou University,Taizhou 318000,Zhejiang,China)

机构地区：[1]台州学院电子与信息工程学院,浙江台州318000

出　　处：《台州学院学报》2018年第5期76-80,共5页Journal of Taizhou University

基　　金：台州市哲学社会科学规划课题(课题编号18GHY02);2018年校立学生科研项目(课题编号18xs14)成果之一

摘　　要：以典型跨境电商平台上的热销快消品为研究对象,采集并筛选天猫国际和淘宝海外代购平台上三种最畅销的进口婴幼儿商品的数千个交易数据,以月成交笔数和实际交易价格以及评价得分为变量数据,利用SPSS软件进行聚类和回归分析,聚类结果显示定价较低和较高的商家数量和销量均不高,价格适中的商品销量和商家数量最为理想,回归结果表明用户在线评价因素中的商品描述的相符程度对销售量影响程度相比价格更大,物流和服务态度对销量的影响相对较不显著,研究结果可为商家对跨境商品进行合理定价和如何更好的重视和维护用户在线评价信息提供参考。This paper takes the hot selling products on the typical cross-border e-commerce platforms as the research object.It collects thousands of data of three best-selling imported infant products on Tall International and Taobao offshore outsourcing platforms,and use SPSS software to carry cluster analysis and regression analysis based on data of monthly turnover,actual transaction price and evaluation score.The results show that the number and sales of businesses at lower and higher price setting are not high.The price of goods with moderate prices and the number of merchants are the most ideal.The regression results show that the degree of compliance of the product description in the factors of user online evaluation has a greater impact on the sales than the sales,and the logistics and service attitude on sales is relatively less significant.The results can provide a reference for businesses to reasonably price cross-border goods,and to better value and maintain users'online review information.

关 键 词：跨境进口商品 婴童快消品 销售价格 在线评论 聚类分析 回归分析 

分 类 号：F724.6[经济管理—产业经济]