MBA学位论文作者:李涛
顾客倍任对淘宝商家ff销策略的影响研究
ABSTRACT
China is currently in the transition period of the transition from industrial society to
information society, the rapid rise and development of e-commerce as an important driving force
to promote economic restructuring and the transformation of the mode of growth and social
transformation.
The rapid development of Taobao, Bring a richer selection of products and a more
affordable price advantage to the vast number of consumers and also bring enormous business
opportunities to businesses and entrepreneurs. However, the presence of temporal and spatial
reparability and information asymmetry feature makes online shopping customer trust become
key issues that hinder businesses to expand product sales, improve visibility. How to win
customer trust will become the core of Taobao marketing strategy to stimulate customer buying
behavior.
In this paper, based on the e-commerce trust theory and network marketing theory,
Customer trust is divided into the three dimensions of trust, the trust of the customers ’ businesses
reputation and customer confidence in the business integrity of customers&39; businesses ability
through the form of a questionnaire study. First, the level of income derived through descriptive
statistical analysis, landing frequency, gender and other factors and the relationship between
customer trust, followed by analysis of each of the three aspects of the capability, reputation,
integrity internal factors, the final analysis of the customer relationship of trust with its three
aspects.
The results show that personal factors, gender differences no significant impact on
customer trust, landing frequency, income levels have a significant positive impact on customer
trust. Customer trust internal factors, ability, reputation, integrity three aspects have a strong
relationship with the customer trust, which businesses ability and customer trust in the most
relevant, merchants integrity followed, businesses reputation. Customer focus, product
information display, merchant reputation, product feedback, genuine assurance is the main areas
of concern of the customer.
Through statistical analysis, combined with the new features of Network Marketing,
targeted marketing suggestions optimize the display of product information, improve credibility,
communicate effectively, and provide differentiated products to Taobao merchants marketing
中文摘要
目前中国正处在由工业化社会向信息化社会转型的过渡期,电子商务的快
速崛起和发展成为促进经济结构调整、增长方式转变和社会转型的重要动力。

淘宝网作为我国C2C电子商务模式的主力军,其迅速的发展给广大消费者
带来了更加丰富的商品选择和更加实惠的价格优势,也给商家和创业者们带来
了巨大的商机。然而,由于网络购物存在时空分离性和信息不对称性的特点使
得顾客信任成为阻碍商家扩大商品销量、提高知名度的关键问题。如何臝得顾
客信任从而激发顾客的购买行为也就成为淘宝网营销策略的核心。

本文以电子商务信任理论和网络营销理论为基础,将顾客信任分为顾客对
商家能力的信任、顾客对商家声誉的信任以及顾客对商家诚信的信任三个维度,
通过调查问卷的形式进行研究。首先,通过描述性统计分析得出了收入水平、
登陆频率、性别等因素与顾客信任度之间的关系,其次,分析了能力、声誉、
诚信三个维度各自内部的影响因素,最后分析了顾客信任三个维度之间的相关
关系。

研究结果显示,个人因素方面,性别差别对顾客信任度没有显著的影响,
登陆淘宝网的频率、收入水平对顾客信任度有显著的正向影响。顾客信任的维
度方面,能力、声誉、诚信三个方面都与顾客信任度有着较强的相关关系,其
中商家能力与顾客信任度相关性最强,商家诚信次之,商家声誉第三。顾客关
注方面,产品信息的展示、商家信誉度、产品好评率、正品保证等是顾客关注
的主要方面。

通过统计分析,本文结合目前淘宝网顾客信任的特点,有针对性的提出了
注重与顾客的信息交流和沟通、提高店铺的信誉和知名度、提供差异化的产品
和服务以及针对顾客不同群体实行精准营销四个方面的营销建议,以期能够对
淘宝商家的营销效果产生积极地影响。

关键词:顾客信任,淘宝商家,营销策略
I
MBA学位论文作者:李涛
顾客fTf任对淘宝商家销策略的影响研究
effect positive affect.
Key Words : Customer trust,Taobao business,marketing strategy