摘 要：电子商务行业的蓬勃发展也伴随着激烈的竞争，在线商店如何在竞争激烈的大型电商平台具备竞争力是一个值得探讨的问题，而购买转化率是商店的一个非常重要的指标。文章基于信号理论，采用大型电商平台提供的点击流数据，用分层回归模型对在线商店购买转化率的影响因素进行了研究。结果表明，在线商店的综合评分、会员数及好评率等质量信号均对在线商店的购买转化率有积极影响。
关键词：电子商务；在线商店；信号理论；购买转化率
DOI:10.19850/j.cnki.2096-4706.2022.02.022
中图分类号：TP391；G206 文献标识码：A 文章编号：2096-4706（2022）02-0086-05
Research on Online Store Purchase Conversion Rate Based on Signal Theory
ZHENG Jiewen, LIU Hongwei
(School of Management, Guangdong University of Technology, Guangzhou 510520, China)
Abstract: The vigorous development of the E-Commerce industry is also accompanied by fierce competition. How online stores stand out from the fiercely competitive large-scale E-Commerce platforms is a question worthy of discussion, and the purchase conversion rate is a very important indicator for stores. Based on the signal theory, this paper uses the click stream data provided by large E-Commerce platforms, and uses the hierarchical regression model to research the influencing factors of online store purchase conversion rate. The results show that quality signals such as comprehensive score, number of membership and favorable rate of the online stores all have a positive impact on purchase conversion rate of the online stores.
Keywords: E-Commerce; online store; signal theory; purchase conversion rate
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作者简介：郑杰文（1997—），男，汉族，广东阳江人，硕士研究生在读，研究方向：管理科学与工程；刘洪伟（1962—），男，汉族，广东广州人，博士生导师，博士，研究方向：信息系统，商务智能，移动商务。