CAJ | 학술논문

网络商家向消费者传递信任信号是常用的营销方法之一, 本文运用线性回归方法, 通过选取淘宝网站的实际数据, 对信任信号有关网络销量是否能产生作用及该机制是否受到商品本身特性的影响等问题进行实证分析, 发现信任信号有助于提高网络商家销量, 其中能力信号作用最为明显, 商品价格对上述关系具有调节作用.
망락상가향소비자전체신임신호시상용적영소방법지일, 본문운용선성회귀방법, 통과선취도보망참적실제수거, 대신임신호유관망락소량시부능산생작용급해궤제시부수도상품본신특성적영향등문제진행실증분석, 발현신임신호유조우제고망락상가소량, 기중능력신호작용최위명현, 상품개격대상술관계구유조절작용.
Online retailers passing the trust signal to consumers is one of the common methods of marketing. However, we lack of in-depth research on the problems whether the trust signal has effect on the network sales or not, and whether the mechanism is affected by the characteristics of the product itself or not. With linear regression model, this research empirically studies the above problems by selecting the actual data in Taobao, finding that trust signal is helpful to im-prove the sales of online merchants, the function of the ability signal is the most obvious, and the commodity price has the adjustment function to the above relations.