网络营销中访问转换的影响因素研究

网络营销成功与否的关键首先在于如何吸引顾客访问企业网站,然后留住访问者,并应用转换营销尽可能多地将访问者转变为顾客和重复访问者。文章利用消费者心理理论探讨影响访问率和转化率的因素。研究表明,网络意见领袖形成的口碑、企业网站的交互响应能力、网站给顾客的远程感知、网站内容的实用性显著地影响了访问率和转化率。

On Factors Influencing Access Conversion in Network Marketing

The key to success of internet marketing is how to attract people to visit a corporation＇ s website at first and then retain the visitors and apply conversion marketing techniques to convert the visitors into customers or frequent visitors. The paper discusses the elements that influence the site-visiting rate and conversion rate based on the consumer behaviour＇s theory. The findings reveal that four factors significantly influence the site-visiting rate and conversion rate, that is, public praise of website opinion leaders, interactivity corporate websites, teleperception websites give customers and practicability of website contents.