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Empirical study of users' online book purchasing behaviors in festival context

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成果类型：

期刊论文

作者：

Liu, Kai;Zhang, Tingting;Liu, Qiping;Wang, Weijun

通讯作者：

Liu, Kai(ccnulk@gmail.com)

作者机构：

[Liu, Kai; Zhang, Tingting; Liu, Qiping; Wang, Weijun] School of Information Management, Central China Normal University, Wuhan

430079, China

Key Laboratory of Adolescent Cyber psychology and Behavior, Ministry of Education, Central China Normal University, Wuhan

[Liu, Kai; Zhang, Tingting; Liu, Qiping; Wang, Weijun] 430079, China <&wdkj&> Key Laboratory of Adolescent Cyber psychology and Behavior, Ministry of Education, Central China Normal University, Wuhan

[Liu, Kai; Zhang, Tingting; Liu, Qiping; Wang, Weijun] 430079, China

通讯机构：

School of Information Management, Central China Normal University, Wuhan, China

语种：

英文

关键词：

Behavior;Book;Context;Festival;Online purchasing

期刊：

武汉大学学报(信息科学版)

ISSN：

1671-8860

年：

2014

卷：

页码：

169-174

机构署名：

本校为第一且通讯机构

院系归属：

心理学院

信息管理学院

摘要：

In addition to price factor, the contextual factor also has significant impact on e-commerce consumers' purchasing behaviors. Festival is one of the important contexts, but the study of the users' online purchasing behaviors in festival context is rare. Based on this, this paper analyzes the sales data of Jingdong books for recent three years. The results not only proved the direct stimulation impact of the price on the purchasing behavior, but also found that the E-commerce festive promotions have significant impact on the users' online purcha...

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