摘要
网络渠道的多元化,网购平台的多样化,激烈的买方市场竞争中,如何有效影响客户的购买决策,让客户做出购买决定对于网店经营者意义重大。以淘宝平台为例,基于DEMATEL方法构建出影响客户购买决策的指标体系,通过量化评分,计算分析,寻找到影响客户购买决策的关键因素,可进一步指导广大网络店铺开展针对性的改良行动,有利于提升店铺的流量和转化率。
With the diversification of network channels and e-commerce platforms,how to effectively influence customers' purchasing decision,and let them make the decision to buy in such a competitive buyers' market is of great significance for store operators. This essay,taking Taobao as an example,finds the key factors in influencing customer buying decision through quantitative grading,calculation and analysis and construct index system based on the DEMATEL method,which can further guide the on-line shops to carry out targeted improvement action,and to improve store traffic and conversion rate.
引文
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