基于DEMATEL方法探讨消费者电商购物平台选择关键因素
DOI:
https://doi.org/10.70693/cjst.v1i2.911Keywords:
消费者选择；关键因素；电商平台Abstract
本研究采用决策试验和评价试验法（DEMATEL）探讨消费者选择电商购物平台的关键因素。通过文献综述和专家调研，识别出影响消费者决策的13个潜在因素：商品丰富度、产品时效性、产品质量、价格定价策略、客服服务、物流服务、个性化推荐服务、促销手段、平台宣传、感知有用性、感知易用性、购物体验、信任和支持。随后，设计并向对应电商平台的消费者发放问卷，收集专家对这些因素的评价和看法，构建一个全面的因果关系矩阵。利用DEMATEL方法找出相互影响关系及各因素在决策过程中的重要程度。结果显示，一些因素，如客服服务和产品质量具有较高的中心度，表明其是消费者在选择电商购物平台时较为注重的方面。同时，某些因素的原因度较高，意味其对消费者的决策过程具有显著的影响。基于这些发现，可为电商平台提供相对应的建议以及详细应对策略。旨在优化平台性能、提升用户体验和增强消费者忠诚度。
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