对电商平台与饲料企业的顾客购买行为研究——基于ISM的分析  

Research on Customer Purchasing Behavior of Chick Feed Enterprises Based on ISM and Tmall Reviews

作　　者：李华[1,2] 孙文策 张正岩 Li Hua;Sun Wence;Zhang Zhengyan

机构地区：[1]北京农学院经济管理学院 [2]中国人民大学农业与农村发展学院

出　　处：《价格理论与实践》2022年第2期180-183,203,共5页Price:Theory & Practice

基　　金：国家自然科学基金应急管理项目(71841010);家禽产业技术体系北京市创新团队专项(BAIC04-2021);北京农学院学位与研究生教育改革与发展项目(2021YJS054)。

摘　　要：电子商务的爆发式增长导致饲料企业的线上销售路径日益拥挤,识别雏鸡饲料企业顾客购买行为的影响因素对企业制定恰当的电商策略迫切而必要。本文以Python在天猫饲料旗舰店爬取的消费者在线评论为数据来源,通过TextRank算法进行关键词提取及参考相关文献对其范畴化定义,归纳出顾客满意、物流服务、产品质量等雏鸡饲料企业顾客购买行为的影响因素。在此基础上,结合ISM和MICMAC对这些因素间的相互关系及影响程度进一步研究,揭示出促进客户购买行为的路径,即应重视饲料破碎粒度并改进产品质量,拟定合理的饲料价格,完善物流服务、提高客服水平。The explosive growth of e-commerce has led to more and more crowded online sales paths of chick feed enterprises.Therefore,it is urgent and necessary for enterprises to formulate appropriate e-commerce strategies to identify the factors that affect the purchasing behavior of customers in chick feed enterprises.This paper takes the consumer online comments crawled by Python in the Tmall feed flagship store as the data source and extracts keywords through the TextRank algorithm and refers to the relevant literature to define its category.Finally,the factors affecting the customer purchase behavior of 9 chick feed enterprises,such as customer satisfaction,logistics service and product quality,are summarized.On this basis,this paper combines Interpretative Structural Model(ISM) and MICMAC method to further study the interrelationship and influence of these factors to reveal the path to promote customer purchasing behavior.These paths are:we should pay attention to feed crushing particle size and improve product quality,formulate reasonable feed prices,improve logistics service and improve customer service level.

关 键 词：雏鸡饲料企业 顾客购买行为 天猫评论 ISM 

分 类 号：F724.6[经济管理—产业经济] F324.6F274