电子商务环境下基于体验的渠道选择决策分析

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1、复。上学碗I：学位论立电于商务Ⅱ境下基f体验的巢遭选择决秉研究capacity／sizeofenterpriseitsel￡thenmumoftheproductsandthecharacteristicsofcustomers．andwecanuse“experience”asareasonableexplanationofthesethreeelementsAccordingtodifferentcapacityofbusiness．itcanbedecomposedinto“growthstage”’。giantst

2、age”．for”growthstage”，mostbusinessescarttake“freerider“approachtorealize”productperceptionknowledgetransfer,”orprovidetheproductexperiencebyunconditionalreturnwithincontrollablecost，butunnecessarytoprovideexperiencethroughoff-linestoresInthe”giantstage”，it'snecess

3、arytofocusoNthetrainingofcustomers’knowledgeaboutproducts．andcarefollyconsidervariousoptionsofv,aysbywhichexperienceprovidedtocustomers、inadditiontotheunconditionalapproachmentionedaboveThroughanalysiswebelievethemainwaytoprovideproductsexperienceisoff-linestoresA

4、ccordingtothenatureoftheproduct．thereweretwoc35esinthestudy：(1)productandservicewithalowdegreeofexperience(theextremecaseis0，suchaspasswordofmobilephonerechargecards)；(2)productsandserviGeswithahighdegreeofexperienceThereisalinebetween(1)and(2)．whichcanbederivedun

5、dercertainconslrahttsCustomers’riskpreferenceisanotherfactorthatneedstobecarefullytakenintoaccountintheoperationInthenarrowdefinition，thisfactorcartbeinterpretedthrough”productexperience”．thentheapplicationofthemodelwillbemoreconvenientandeffectiveFordifferentsitu

6、ations，wecallselectdifferentappropriateactionstepsandprogramsaccordingtothemodelandrelatedconclusionsFinally,thepaperintroducedafittingrealcasetoconductin—depthresearchandanalysis；afteradetaileddiscussioncombinedwithmodelwederivedinspirationswithprofouodpracticals

7、ignificanceAfterderivationandanalysisweseeaphenomenonofdifferentwaysleadingto．canKaywords：ChannelsSelection，Pureonlinesellers，Experientialproducts，RiskpreferencesCLC：C93l2．F7【336复日大学碰J．学位论文电于商务H境T摹十体验∞黎道选样决策研究1．i问题提出1．I．1研究背景第一章绪论研究背景的描述将从现实背景和理

8、^背景两方面展丌：(1)现宴背景电予

9、商务是一对整个贸易活动实现电子化”，其涵盖范围可以定义为：交易各方以电子交易方式而不是通过当面交换或直接面谈方式进行的任何形式的商业贸易(世界电了商务会议，1997)。电子商务极大地降低了商业运营的门槛．随着信息时代的深入，电子商务的应用也越束越普及。卖家只要找好货源、掌握网店的基本操作．就可以丌张营业