电商平台精准推送的商品信息对消费者网购行为的影响研究  

Research on the Impact of Consumers'Online Shopping Behavior in the Commodity Information Pushed Accurately by E-business Platforms

作　　者：王晴[1] 朱娟 WANG Qing;ZHU Juan(Jiujiang University,Jiujiang 332005)

机构地区：[1]九江学院,九江332005

出　　处：《办公自动化》2023年第11期23-26,共4页Office Informatization

基　　金：江西省人文社科项目青年项目“大数据环境下电子商务精准营销策略研究”(项目编号:JC20207)。

摘　　要：大数据时代,电商平台可根据消费者的搜索、浏览、购买等信息分析出消费者的需求、购买偏好,从而更精准地为消费者进行商品推送。精准推送商品信息的形式和内容不同,对消费者网购行为的影响也不同。本研究以大数据时代为背景,以计划行为理论(TPB)为框架构建了结构模型,实证分析了电商平台精准推送的商品信息和消费者网购意图和行为之间的关系。利用SPSS23.0和AMOS24.0软件对218份有效问卷收集的数据进行实证分析后得出:精准推送商品信息中的网络排名、评论数量、评论方向对消费者意图均有显著的正向影响,消费者购买意图对消费者网购行为有显著的正向影响。最后根据研究结论给出提升消费者网购意图和行为,电商平台获得持续发展的对策和建议。In the era of big data,e-business platforms can analyze consumers'needs and purchase preferences based on their search,browse,purchase and other information,so as to push more accurately the goods for consumers.The form and content of precise push of commodity information are different,and the impact of consumers'online shopping behavior is also different.This research takes the era of big data as the background,constructs a structural model based on the Theory of Planned Behavior(TPB),and analyzes empirically the relationship between the commodity information pushed accurately by e-business platforms and consumers'online shopping intentions and behaviors.After empirical analysis on the data collected from 218 valid questionnaires using SPSS23.0 and AMOS24.0 software,it is concluded that the online ranking,the number of comments,and the direction of comments in pushed accurately the commodity information have a significant positive impact on consumers'intentions,and consumers'purchase intentions have a significant positive impact on consumers'online shopping behavior.Finally,according to the research conclusions,the countermeasures and suggestions are given to improve consumers'online shopping intentions and behaviors and achieve sustainable development of e-business platforms.

关 键 词：大数据 电子商务 精准推送 网络购物 

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