服装网购消费者销售评价比的影响因素

在线评价作为一种新的口碑方式对网购消费者的购买意向及电商企业的商誉影响越来越大，提高网购消费者在线评价比例成为电商营销面临的重要问题。以某大型服装网购企业销售数据及相应的消费者在线评价数据为样本，分析了产品SKU深度、价格、畅销程度等3个自变量以及产品性别、产品档次等2个调节变量对销售评价比的影响。结果显示，网购消费者参与在线评价的比例并不高，其销售评价比为55.6%；3个自变量对销售评价比都产生了显著的正面影响；2个调节变量对销售评价比的影响分别为：女装销售评价比受SKU深度的影响程度不如男装，但更容易受畅销程度的影响；高档产品销售评价比较低档产品更容易受SKU深度的影响，但受畅销程度的影响不显著。

Factors influencing sale assessment ratio of garment e-shopping consumers

online evaluation, as the new word of mouth, is highly regarded for its significant influence on e-shopping consumer's intention and enterprise credit, improving online evaluation ratio of e-shopping consumers has become an important issue for e-commerce. Three independent variables of SKU depth, price, selling levels as well as two adjustment variables of product gender and product grade were analysized as the influencing factors of sale assessment ratio. Sales data were drawn from the sale system of a large-scale clothing enterprise, with the corresponding online appraisal data of garment consumers included. Results show: sale assessment ratio of e-shopping consumers is not high, with the average of 55.6%; the three independent variables have significant positive impacts on sale assessment ratio; the two mediator variables also influence the sale assessment ratio: The sale assessment ratio of female's clothing is less easily influenced by the SKU depth than male's, while it is more easily influenced by selling levels than that of male's; Premium products’ sale assessment ratio is more easily influenced by the SKU depth than popular products’, while it is not significantly influenced by selling levels.