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基于网购背景下销售员沟通方式对融洽关系和顾客购买行为影响研究
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Research on the Influence of Salesperson's Communication Style on Rapport and Customer Purchase Behavior under the Background of Online Shopping

논문 기본 정보

Type
Academic journal
Author
Guanghao Yan (浙江越秀外国语学院) Hualing Jin (중국절강월수외국어대학교) Jiaojiao Yang (중국절강월수외국어대학교)
Journal
한국유통물류정책학회 유통물류연구 유통물류연구 제8권 제4호 KCI Accredited Journals
Published
2021.12
Pages
131 - 144 (14page)

Usage

cover
基于网购背景下销售员沟通方式对融洽关系和顾客购买行为影响研究
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Abstract· Keywords

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In 1998, Century Internet Communication Technology Co., Ltd. announced the success of the first Internet electronic transaction in mainland China, which opened the curtain of the era of online shopping in China. In 2003, Alibaba invested in the establishment of a C2C website Taobao. In the next few years, China’s online shopping business will show a new vigorous development. Online shopping has quickly seized a large number of market shares with its own advantages. On the other hand, it has also created unprecedented new forms of consumer problems. For example, the communication between consumers and salesperson is different from the previous traditional marketing model. In the context of online shopping, customers and salesperson have different positions and unequal product information, which makes it easy to misunderstand and friction in their communication. The basic concept of today’s marketing is customer satisfaction in academic. The relationship between salesperson and customers should maintain the rapport, and the influence of purchase behavior should become the core of each salesperson’s work. In this paper, we use empirical research to understand how different communication styles will effect the rapport of customers and salesperson, the impact of rapport on improving customer satisfaction, and the relationship between customer satisfaction and purchase behavior.
#沟通方式 #融洽关系 #顾客满意度 #购买行为 #Communication Style #Rapport #Customer Satisfaction #Purchase Behavior

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References (27)

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盧雲帆 / 2013 / 面向網上購買過程的消費者線上溝通行為實證研究 google schola 張明立 / 2014 / 融洽關係對顧客虛擬價值創造、顧客滿意的影響研究 / 廣義虛擬經濟研究 5(3) google schola Abbe, A. / 2013 / The Role of Rapport in Investigative Interviewing : A Review / The Journal of Investigative Psychology and Offender Profiling 10(3):237~249 google schola Buller, M. K. / 1987 / Physicians’ Communication Style and Patient Satisfaction / Journal of Health and Social Behavior 28(4):375~388 google schola Bednarz, S. D. / 1998 / Communication Images : Customer Judge Your Style / American Salesman 43(7):7~15 google schola

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