收藏人氣對線上賣家服務品質與購買人數關係之中介影響-以淘寶網女裝店舖為例

The Mediating Effect of Collection Popularity on the Relationship between Online Sellers’ Service Quality and Number of Customers of Women’s Clothing Online Stores at Taobao

呂彥德(Yen-te Lu)

指導教授 ： 何靖遠

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

網路購物環境具有無法實際接觸賣家的特性，因此平台業者所公開的資訊成為買家選擇交易對象以及做為購買決策的重要依據。相較於Yahoo!奇摩拍賣、eBay等網路購物平台，中國最大的網路購物平台”淘寶網”提供了更多賣家相關的公開資訊，諸如：「收藏人氣」、「商品販售種類」、「主營占比」、「商品相符程度評價分數」、「服務態度評價分數」、「發貨速度評價分數」、「平均退款處理天數」、「退款率」、「投訴率」、「處罰次數」等。準此，瞭解公開資訊與賣家的購買人數、回購人數以及回購率之間的關聯，有助於電子商務業者擬定經營策略以增加客源與留住既有顧客。本研究使用網頁內容探勘的方式，蒐集淘寶網店舖街中的女裝店舖賣家在2012年4月2日至5月31日期間每日的賣家公開資訊。研究主要的發現有以下三點：(1)眾多的賣家相關的公開資訊中商品販售種類、退款率與處罰次數與總購買人數與回購人數有顯著的相關，而回購率則與商品販售種類、主營占比、退款率與處罰次數有顯著的相關；(2)提升賣家的收藏人氣是增加購買人數、回購人數以及回購率之有效的方式；(3)賣家的服務評價只需達到一個夠好的水準就能反應在來客數上。

關鍵字

回購率 ； 回購人數 ； 賣家服務品質 ； 收藏人氣 ； 購買人數

並列摘要

Without physical contact with the sellers in Internet shopping, buyers rely on the available information at the platform to select sellers and make purchase decisions. Relative to other platforms such as Yahoo!Auction and eBay, the largest online shopping platform in China, Taobao, provides more information about sellers, such as: “collection popularity,” “product variety,” “percentage of major product lines,” “product authentication evaluation score,” “service attitude evaluation score,” “shipping speed evaluation score,” “average refund processing days,” “percentage of refund,” “percentage of customer complaint,” and “punishment number.” Thus, understanding the relationship between seller’s public information and its number of customers, number of repurchasing customers, and percentage of returning customers, would help the e-commerce businesses to strategize their online operations in order to attract new customers and retain existing ones. Using web content mining technique, we collected real data of seller’s public information from women’s clothing online stores at Taobao from April 2 to May 31 of 2012. Through the PLS analysis, the major findings are: (1) among various public information, seller’s “product variety,” “percentage of refund,” and “punishment number” are significantly related to its number of customers and number of repurchasing customers. “product variety,” “percentage of major product lines,” “percentage of refund,” and “punishment number” are significantly related to its percentage of returning customers; (2) increasing “collection popularity” of seller is a very effective way in raising the number of customers and the number of repurchasing customers; (3) a reasonably good service evaluation score is needed to reflect in terms of the number of customers.

並列關鍵字

Seller’s service evaluation ； Collection popularity ； Number of repurchasing customers ； Number of customers ； Percentage of returning customers

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