CAJ | 학술논문

产品浏览量和销量决定了网上店铺能否在竞争中取胜。基于中国某大型C2C交易平台,选择化妆品品类中销量最高的10个产品为研究对象;对于每个产品,随机选取交易平台上销售该产品的一部分店铺为样本,并记录产品在每个店铺中的浏览量和销量以及店铺和产品的特征;分别用泊松模型和零膨胀的泊松模型对浏览量和销量进行建模,为了保证参数的可比性,在两个模型中采用相同的自变量,通过贝叶斯方法估计模型的参数。研究结果表明,影响浏览量和销量的因素有很大不同,产品价格、店铺规模（即店铺产品数）、店铺信誉和店铺保障等对浏览量和销量的影响差异较大,为已有研究将网络消费者分为浏览者和购买者提供进一步的理论支持和印证。
산품류람량화소량결정료망상점포능부재경쟁중취성。기우중국모대형C2C교역평태,선택화장품품류중소량최고적10개산품위연구대상;대우매개산품,수궤선취교역평태상소수해산품적일부분점포위양본,병기록산품재매개점포중적류람량화소량이급점포화산품적특정;분별용박송모형화령팽창적박송모형대류람량화소량진행건모,위료보증삼수적가비성,재량개모형중채용상동적자변량,통과패협사방법고계모형적삼수。연구결과표명,영향류람량화소량적인소유흔대불동,산품개격、점포규모（즉점포산품수）、점포신예화점포보장등대류람량화소량적영향차이교대,위이유연구장망락소비자분위류람자화구매자제공진일보적이론지지화인증。
Page views and sales of e-commerce products determine whether the online store can win in the fierce competition. This study chooses ten products with the highest sales in the cosmetics category in a large C2C trading platform as our research ob- jects. For each product, we randomly select some stores selling this product and record their page views, sales as well as features of the store and the product. The Poisson model and Zero-inflated Poisson Regression model are adopted in this paper to build models for page views and sales respectively, and in order to guarantee the comparability of parameters in the two models, we use the same independent variables and estimate parameters with Bayesian method. The results show that the factors affecting page views are very different from those affecting sales. Specifically speaking, factors such as the price, store size （that is, the total number of products in the store）, store reputation and store guarantees have quite different impacts on page views and sales. These findings provide further theoretical support and confirmation for previous research that categorizes online shoppers into viewers and buyers.