{"id":5620,"date":"2026-06-01T15:03:07","date_gmt":"2026-06-01T15:03:07","guid":{"rendered":"https:\/\/writology.com\/blog\/case-study-a-focus-on-young-amazons-customers.html"},"modified":"2026-06-01T15:03:07","modified_gmt":"2026-06-01T15:03:07","slug":"case-study-a-focus-on-young-amazons-customers","status":"publish","type":"blog","link":"https:\/\/writology.com\/zh\/blog\/case-study-a-focus-on-young-amazons-customers.html","title":{"rendered":"\u6848\u4f8b\u7814\u7a76\u2014\u2014\u5173\u6ce8\u5e74\u8f7b\u7684\u4e9a\u9a6c\u900a\u5ba2\u6237"},"content":{"rendered":"<p>\u76ee\u6807<\/p>\n<p>\u5b66\u751f\u5fc5\u987b\u4ee5\u63a8\u5e7f\u7b56\u7565\u7684\u6848\u4f8b\u7814\u7a76\u98ce\u683c\u5f00\u53d1\u548c\u63d0\u4ea4\u4e24\u7bc7\u6700\u521d\u7684\u4e66\u9762\u8bba\u6587\u3002 \u6bcf\u7bc7\u8bba\u6587\u90fd\u5fc5\u987b\u662f\u5173\u4e8e\u73b0\u6709\u4e1a\u52a1\u7684\uff0c\u5e76\u4e14\u5305\u542b\u5bf9\u4e0e\u672c\u8bfe\u7a0b\u4e3b\u8981\u6982\u5ff5\u76f8\u5173\u7684\u95ee\u9898\u7684\u6df1\u5165\u7814\u7a76\u7684\u8c03\u67e5\u3002 \u6bcf\u4e2a\u9879\u76ee\u90fd\u5c06\u5305\u542b\u4e00\u4e2a\u5173\u4e8e\u5f00\u53d1\u548c\u5b9e\u65bd\u7efc\u5408\u4fc3\u9500\u8ba1\u5212\u7684\u5177\u4f53\u95ee\u9898\uff0c\u4f5c\u4e3a\u9605\u8bfb\u548c\u8ba8\u8bba\u4e2d\u8ba8\u8bba\u7684\u7406\u8bba\u7684\u5e94\u7528\u3002<\/p>\n<p>\u6570\u636e\u7684\u6536\u96c6\u548c\u5206\u6790\u662f\u8fd9\u4e9b\u9879\u76ee\u7684\u4e3b\u8981\u7279\u5f81\u3002&nbsp;writology.com \u7684\u4e13\u4e1a\u4f5c\u8005\u53ef\u5168\u5929\u5019 24\/7 \u5168\u5929\u5019\u63d0\u4f9b\u6570\u636e\u6536\u96c6\u3001\u80cc\u666f\u7814\u7a76\u548c\u6df1\u5165\u5206\u6790\u3002 \u5f53\u60a8\u4e0e\u6211\u4eec\u7684\u5199\u4f5c\u516c\u53f8\u4e00\u8d77<a href=\"https:\/\/writology.com\/buy-custom-essays\">\u8d2d\u4e70\u5b9a\u5236\u8bba\u6587<\/a>\u65f6\uff0c\u60a8\u7684\u5b66\u751f\u751f\u6d3b\u5c31\u4f1a\u53d8\u5f97\u66f4\u8f7b\u677e\u3002 \u60a8\u53ef\u4ee5\u83b7\u5f97\u6240\u6709\u5fc5\u9700\u7684\u6570\u636e\u548c\u652f\u6301\u6765\u5b66\u4e60\u3001\u63d0\u9ad8\u60a8\u7684\u5199\u4f5c\u548c\u5206\u6790\u6280\u80fd\u3002<\/p>\n<p>\u6280\u672f\u89c4\u683c<\/p>\n<ul>\n<li>\u6848\u4f8b\u7814\u7a76\u5fc5\u987b\u81f3\u5c11\u4e3a 1,000 \u4e2a\u5355\u8bcd\uff0c\u5176\u4e2d\u5305\u62ec\u60a8\u7684\u6587\u672c\u548c\u8ba8\u8bba\u95ee\u9898\u3002 \u6700\u5c0f\u5b57\u957f\u4e0d\u5305\u62ec\u6807\u9898\/\u6807\u9898\u3001\u5f15\u7528\u548c\u9644\u5f55\u3002<\/li>\n<li>\u6700\u597d\u4f7f\u7528 12 \u5b57\u5f62\u7684 1 \u82f1\u5bf8\u8fb9\u8ddd\u7684\u65b0\u7f57\u9a6c\u5b57\u4f53\u3002\u95f4\u8ddd\u7531\u60a8\u51b3\u5b9a\u3002<\/li>\n<li>\u4ed4\u7ec6\u548c\u9002\u5f53\u5730\u4f7f\u7528\u6807\u9898\u548c\u526f\u6807\u9898<\/li>\n<li>\u8bf7\u63d0\u4ea4 Word \u6587\u6863 (.doc, .docx) \u6216 PDF \u6587\u6863 (.pdf)\u3002<\/li>\n<li>\u5927\u90e8\u5206\u5199\u4f5c\u5fc5\u987b\u662f\u539f\u521b\u7684\u3002 \u6bcf\u6b21\u63d0\u4ea4\u90fd\u5c06\u901a\u8fc7 Blackboard \u7684 SafeAssign \u8f6f\u4ef6\u8fd0\u884c\uff0c\u4ee5\u68c0\u6d4b\u6284\u88ad\u3002 \u8be5\u8f6f\u4ef6\u641c\u7d22\u63d0\u4ea4\u7684\u6587\u4ef6\u7684\u6587\u672c\u5230\u6240\u6709\u7f51\u7ad9\u548c\u8bb8\u591a\u5df2\u53d1\u5e03\u7684\u8d44\u6e90\uff0c\u5305\u62ec\u6559\u79d1\u4e66\u548c\u65b0\u95fb\u6587\u7ae0\u3002 \u56e0\u6b64\uff0c\u8bf7\u786e\u4fdd\u4efb\u4f55\u201c\u501f\u7528\u201d\u6587\u672c\u5728\u5f15\u53f7\u4e2d\u6e05\u695a\u5730\u5f15\u7528\u5e76\u5f15\u7528\u5176\u6765\u6e90\u3002 \u76f8\u5173\u4fe1\u606f\u8bf7\u53c2\u9605\u6559\u5b66\u5927\u7eb2\u7684\u201c\u5b66\u672f\u8bda\u4fe1\u201d\u548c\u201c\u9053\u5fb7\u51c6\u5219\u201d\u90e8\u5206\u3002<\/li>\n<li>\u6bcf\u6b21\u63d0\u4ea4\u90fd\u5fc5\u987b\u5305\u542b\u4e00\u4e2a\u683c\u5f0f\u5316\u548c\u5b8c\u6574\u7684\u53c2\u8003\u90e8\u5206\u3002 \u7279\u5b9a\u683c\u5f0f\u662f\u60a8\u7684\u9009\u62e9\uff0c\u4f46\u6bcf\u4e2a\u6765\u6e90\u90fd\u5fc5\u987b\u5305\u542b\u4f5c\u8005\u3001\u51fa\u7248\u7269\u6807\u9898\u3001\u51fa\u7248\u65e5\u671f\u548c\u4efb\u4f55\u5176\u4ed6\u76f8\u5173\u4fe1\u606f\uff08\u4f8b\u5982\uff0c\u7f51\u7ad9\u3001\u51fa\u7248\u5546\u7b49\uff09\u3002<\/li>\n<li>\u63d0\u4ea4\u5fc5\u987b\u5305\u542b\u6240\u6709\u8d21\u732e\u56e2\u961f\u6210\u5458\u59d3\u540d\u7684\u6807\u9898\u9875\u3002 \u4efb\u4f55\u672a\u5305\u542b\u5728\u63d0\u4ea4\u4e2d\u7684\u5b66\u751f\u7684\u59d3\u540d\u5c06\u4e0d\u4f1a\u83b7\u5f97\u6b64\u4f5c\u4e1a\u7684\u5b66\u5206\u3002<\/li>\n<li>\u62a5\u544a\u548c\u6f14\u793a\u6587\u7a3f\u5fc5\u987b\u5728\u5916\u89c2\u548c\u5185\u5bb9\u4e0a\u4e13\u4e1a\uff0c\u5305\u62ec\u6b63\u786e\u7684\u62fc\u5199\u3001\u8bed\u6cd5\u548c\u5176\u4ed6\u6280\u672f\u5199\u4f5c\u6807\u51c6\u3002<\/li>\n<\/ul>\n<h2>\u5173\u6ce8\u4e9a\u9a6c\u900a\u5e74\u8f7b\u5ba2\u6237<\/h2>\n<p>Amazon.com \u662f\u4e00\u5bb6\u5356\u5bb6\uff0c\u81f4\u529b\u4e8e\u5728\u7f51\u4e0a\u63d0\u4f9b\u5ba2\u6237\u53ef\u80fd\u60f3\u8981\u8d2d\u4e70\u7684\u4efb\u4f55\u4e1c\u897f\uff08\u201c\u5173\u4e8e\u4e9a\u9a6c\u900a\u201d\uff0cn.d.\uff09\u3002 \u5b83\u4e3a\u5b83\u4eec\u63d0\u4f9b\u4e86\u4f4e\u4ef7\u3001\u4fbf\u5229\u6027\u548c\u591a\u79cd\u5546\u54c1\uff08Chaffey\uff0c2014\uff09\u3002 \u56e0\u6b64\uff0c\u8001\u5e74\u4eba\u662f\u8be5\u516c\u53f8\u611f\u5174\u8da3\u7684\u5e02\u573a\u90e8\u5206\u3002 Amazon.com \u4e13\u6ce8\u4e8e\u5ba2\u6237\u4f53\u9a8c\u3002 \u6b64\u5916\uff0c\u8be5\u5356\u5bb6\u79f0\u5176\u4e3a\u5ba2\u6237\u75f4\u8ff7\u3002 \u7279\u522b\u662f\uff0c\u4e9a\u9a6c\u900a\u7684\u5ba2\u6237\u5fc5\u987b\u82b1\u8d39\u4e00\u5b9a\u7684\u91d1\u989d\u624d\u80fd\u83b7\u5f97\u514d\u8d39\u9001\u8d27\u4f18\u60e0\uff08Chaffey\uff0c2014\uff09\u3002 \u4f9b\u5e94\u5546\u8fd8\u5728\u8bb8\u591a\u7535\u5b50\u90ae\u4ef6\u6d3b\u52a8\u53ca\u5176\u5927\u591a\u6570\u7f51\u7ad9\u7684\u9875\u9762\u4e2d\u4f7f\u7528\u63a8\u8350\u4f5c\u4e3a\u6709\u9488\u5bf9\u6027\u7684\u8425\u9500\u5de5\u5177\u3002 \u6b64\u5916\uff0c\u8fd8\u6709\u4e00\u4e2a\u94fe\u63a5\uff0c\u5176\u5ba2\u6237\u80fd\u591f\u5c06\u76f8\u5f53\u590d\u6742\u7684\u8fc7\u6ee4\u5668\u5e94\u7528\u5230\u4ed6\u4eec\u7684\u5efa\u8bae\u4e2d\uff0c\u627e\u51fa\u63a8\u8350\u7684\u5546\u54c1\u7684\u539f\u56e0\uff0c\u5e76\u5bf9\u4ed6\u4eec\u4e4b\u524d\u7684\u8d2d\u4e70\u4ee5\u53ca\u63a8\u8350\u7684\u4ea7\u54c1\u8fdb\u884c\u8bc4\u5206\uff08Linden \u7b49\u4eba\uff0c2003 \u5e74\uff0c\u7b2c 78 \u9875\uff09\u3002 \u7531\u4e8e\u7f3a\u4e4f\u7ecf\u9a8c\uff0c\u5e74\u8f7b\u4eba\u975e\u5e38\u5bb9\u6613\u53d7\u5230\u8fd9\u4e9b\u6280\u5de7\u7684\u5f71\u54cd\u3002 \u56e0\u6b64\uff0c\u9752\u5e74\u662f\u4e9a\u9a6c\u900a\u611f\u5174\u8da3\u7684\u53e6\u4e00\u4e2a\u7ec6\u5206\u5e02\u573a\u3002 \u5927\u91cf\u5728\u7ebf\u5356\u5bb6\u5728\u4ed6\u4eec\u7684\u63a8\u8350\u7cfb\u7edf\u4e2d\u4f7f\u7528\u534f\u540c\u8fc7\u6ee4\u65b9\u6cd5\uff08Leimstoll &amp; Stormer, N. D., p. 1\uff09\u3002 \u5728\u8fd9\u79cd\u65b9\u6cd5\u4e2d\uff0c\u6839\u636e\u5ba2\u6237\u4e4b\u524d\u8d2d\u4e70\u7684\u6570\u636e\u751f\u6210\u5bf9\u5ba2\u6237\u7684\u5efa\u8bae\uff08Linden \u7b49\u4eba\uff0c2003\uff0c\u7b2c 76 \u9875\uff09\u3002 \u7136\u800c\uff0c\u8fd9\u4e9b\u7cfb\u7edf\u5bf9\u4e2a\u4eba\u9690\u79c1\u6784\u6210\u4e25\u91cd\u5a01\u80c1\uff08Canny, N. D., p. 1\uff09\u3002 \u5c3d\u7ba1\u5927\u591a\u6570\u5728\u7ebf\u4f9b\u5e94\u5546\u90fd\u5c3d\u6700\u5927\u52aa\u529b\u5c06\u6709\u5173\u5ba2\u6237\u7684\u4fe1\u606f\u4fdd\u5bc6\uff0c\u4f46\u901a\u5e38\u4f1a\u5728\u516c\u53f8\u7834\u4ea7\u540e\u51fa\u552e\uff08Canny, N. D., p. 1\uff09\u3002 \u56e0\u6b64\uff0c\u4e0a\u8ff0\u4e24\u4e2a\u6bb5\u90fd\u670d\u52a1\u4e0d\u8db3\u3002 \u81f3\u4e8e Amazon.com\uff0c\u5b83\u4e5f\u4f7f\u7528\u8fd9\u6837\u7684\u63a8\u8350\u7cfb\u7edf\uff08Linden \u7b49\u4eba\uff0c2003\uff0c\u7b2c 78 \u9875\uff09\u3002 \u6bcf\u4f4d\u8bbf\u95ee\u8005\u7684\u6536\u5165\u662f\u4efb\u4f55\u5546\u4e1a\u7f51\u7ad9\u7684\u5173\u952e\u63aa\u65bd\u4e4b\u4e00\uff08Chaffey\uff0c2014\uff09\u3002 \u4ece\u56fe 1 \u53ef\u4ee5\u770b\u51fa\uff0cAmazon.com \u7684\u8868\u73b0\u975e\u5e38\u597d\u3002 \u6b64\u5916\uff0c\u8be5\u516c\u53f8\u62e5\u6709\u8d85\u8fc7 7600 \u4e07\u5ba2\u6237\u8d26\u6237\uff08Chaffey\uff0c2014\uff09\u3002<\/p>\n<figure id=\"attachment_2299\" aria-describedby=\"caption-attachment-2299\" style=\"width: 607px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2299 size-full\" src=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Revenue-per-unique-user-for-tech-companies.png\" alt=\"\u79d1\u6280\u516c\u53f8\u7684\u6bcf\u4e00\u4e2a\u552f\u4e00\u7528\u6237\u7684\u6536\u5165\" width=\"607\" height=\"456\" srcset=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Revenue-per-unique-user-for-tech-companies.png 607w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Revenue-per-unique-user-for-tech-companies-300x225.png 300w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Revenue-per-unique-user-for-tech-companies-510x383.png 510w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Revenue-per-unique-user-for-tech-companies-262x197.png 262w\" sizes=\"auto, (max-width: 607px) 100vw, 607px\" \/><figcaption id=\"caption-attachment-2299\" class=\"wp-caption-text\">Figure 1. Revenue per unique user for tech companies (Chaffey, 2014).<\/figcaption><\/figure>\n<p>\u56e0\u6b64\uff0c\u7531\u4e8e\u8de8\u4ea7\u54c1\u57df\u7684\u5ba2\u6237\u8d2d\u4e70\u9009\u62e9\u4e4b\u95f4\u7684\u76f8\u5173\u6027\uff0c\u4e9a\u9a6c\u900a\u53ef\u4ee5\u83b7\u5f97\u4e00\u4e2a\u4ea7\u54c1\u9886\u57df\u4e2d\u8bb8\u591a\u7528\u6237\u7684\u504f\u597d\u6570\u636e\uff0c\u5e76\u4e14\u5728\u8fdb\u5165\u53e6\u4e00\u4e2a\u4ea7\u54c1\u65f6\u5177\u6709\u76f8\u5f53\u5927\u7684\u4f18\u52bf\uff08Canny, N. D., p. 1\uff09\u3002 \u56e0\u6b64\uff0c\u5b83\u8db3\u4ee5\u5438\u5f15\u4e0a\u8ff0\u4e24\u4e2a\u90e8\u5206\u3002 \u5728\u8bba\u6587\u4e2d\uff0c\u786e\u5b9a\u4e86\u4e0e\u5e74\u8f7b\u4eba\u4f5c\u4e3a\u76ee\u6807\u53d7\u4f17\u7684\u6c9f\u901a\u7684\u6311\u6218\u3002 \u5b83\u8fd8\u63d0\u51fa\u4e86\u5f53\u524d\u4e9a\u9a6c\u900a\u5728\u8be5\u7ec6\u5206\u5e02\u573a\u4e2d\u7684\u5f62\u8c61\u6240\u5305\u542b\u7684\u5dee\u8ddd\u3002 \u6b64\u5916\uff0c\u8fd8\u7814\u7a76\u4e86\u5173\u4e8e\u6c9f\u901a\u6311\u6218\u7684\u7ed3\u8bba\u7684\u53ef\u4fe1\u5ea6\uff0c\u8ba8\u8bba\u4e86\u9996\u5148\u9009\u62e9\u5e94\u7f29\u5c0f\u5dee\u8ddd\u7684\u8003\u8651\u56e0\u7d20\u7684\u91cd\u8981\u6027\uff0c\u4ee5\u53ca\u89e3\u91ca\u4e86\u516c\u53f8\u5fc5\u987b\u5bf9\u5ba2\u6237\u8fdb\u884c\u5206\u7c7b\u7684\u539f\u56e0\u3002<\/p>\n<h2>\u7814\u7a76\u8c03\u67e5<\/h2>\n<p>\u4ee5\u4e0b\u4e24\u4e2a\u91cf\u8868\u53ef\u7528\u4e8e\u6df1\u5165\u4e86\u89e3\u6c9f\u901a\u6311\u6218\u7684\u6027\u8d28\uff08Kotler\uff0c1997\uff0c\u7b2c 608 \u9875\uff09\u3002<\/p>\n<p><figure id=\"attachment_2300\" aria-describedby=\"caption-attachment-2300\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2300\" src=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale.png\" alt=\"\" width=\"800\" height=\"60\" srcset=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale.png 1020w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale-300x23.png 300w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale-768x58.png 768w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale-850x64.png 850w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale-510x39.png 510w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Familiarity-scale-262x20.png 262w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-2300\" class=\"wp-caption-text\">Figure 2. Familiarity scale (Kotler, 1997, p. 607).<\/figcaption><\/figure><br \/>\n<figure id=\"attachment_2301\" aria-describedby=\"caption-attachment-2301\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2301\" src=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale.png\" alt=\"\u597d\u611f\u91cf\u8868\" width=\"800\" height=\"60\" srcset=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale.png 1000w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale-300x23.png 300w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale-768x58.png 768w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale-850x64.png 850w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale-510x38.png 510w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/Favorability-scale-262x20.png 262w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-2301\" class=\"wp-caption-text\">Figure 3. Favorability scale (Kotler, 1997, p. 608).<\/figcaption><\/figure><\/p>\n<p>\u7b2c\u4e00\u4e2a\u662f\u719f\u6089\u5ea6\u91cf\u8868\uff08\u89c1\u56fe 2\uff09\u3002 \u7b2c\u4e8c\u4e2a\u91cf\u8868\u662f\u6709\u5229\u6027\uff08\u89c1\u56fe 3\uff09\u3002 \u5982\u679c\u5728\u7b2c\u4e00\u4e2a\u91cf\u8868\u4e0a\u5708\u51fa\u201c\u4ece\u672a\u542c\u8bf4\u8fc7\u201d\u6216\u201c\u53ea\u542c\u8bf4\u8fc7\u201d\u7684\u53d7\u8bbf\u8005\u767e\u5206\u6bd4\u8d85\u8fc7 50%\uff0c\u90a3\u4e48\u5356\u65b9\u5fc5\u987b\u52aa\u529b\u63d0\u9ad8\u610f\u8bc6\uff08Kotler\uff0c1997\uff0c\u7b2c 607 \u9875\uff09\u3002 \u90a3\u4e9b\u6807\u8bb0\u5176\u4ed6\u9009\u9879\u4e4b\u4e00\u7684\u4eba\u53ef\u4ee5\u88ab\u95ee\u53ca\u4ed6\u4eec\u5bf9 Amazon.com \u63d0\u4f9b\u7684\u670d\u52a1\u7684\u611f\u53d7\uff08Kotler\uff0c1997\uff0c\u7b2c 608 \u9875\uff09\u3002 \u5982\u679c\u6807\u8bb0\u201c\u975e\u5e38\u4e0d\u5229\u201d\u6216\u201c\u6709\u4e9b\u4e0d\u5229\u201d\u7684\u5e74\u8f7b\u5ba2\u6237\u7684\u767e\u5206\u6bd4\u8d85\u8fc7 50%\uff0c\u90a3\u4e48\u4f9b\u5e94\u5546\u5fc5\u987b\u52aa\u529b\u6539\u8fdb\u5176\u5f62\u8c61\uff08Kotler\uff0c1997\uff0c\u7b2c 608 \u9875\uff09\u3002 \u5728\u7814\u7a76\u4e2d\uff0c\u6709 60 \u540d\u968f\u673a\u6311\u9009\u7684\u5e74\u8f7b\u4eba\u63a5\u53d7\u4e86\u91c7\u8bbf\uff0c\u5176\u4e2d\u53ea\u6709 25 \u4eba\u9009\u62e9\u4e86\u201c\u4ece\u672a\u542c\u8bf4\u8fc7\u201d\u6216\u201c\u53ea\u542c\u8bf4\u8fc7\u201d\u3002 \u56e0\u6b64\uff0c\u719f\u6089\u7a0b\u5ea6\u662f\u4ee4\u4eba\u6ee1\u610f\u7684\u3002 \u4e3a\u4e86\u8bf4\u660e\u62bd\u6837\u8bef\u5dee\uff0c\u53d1\u73b0\u524d 30 \u540d\u53d7\u8bbf\u8005\u4e2d\u6709 11 \u4eba\u6807\u8bb0\u4e86\u56fe 2 \u4e2d\u63cf\u7ed8\u7684\u91cf\u8868\u7684\u524d\u4e24\u7c7b\u3002<\/p>\n<p>\u4e3a\u4e86\u786e\u5b9a\u4e9a\u9a6c\u900a\u5728\u5176\u5e74\u8f7b\u5ba2\u6237\u4e2d\u7684\u5f62\u8c61\u5dee\u8ddd\uff0c\u4f7f\u7528\u4e86\u8bed\u4e49\u5dee\u5f02\u5de5\u5177\u3002 \u8be5\u4f9b\u5e94\u5546\u901a\u8fc7\u5904\u7406\u6613\u4e8e\u4f7f\u7528\u7684\u529f\u80fd\u3001\u5feb\u901f\u53ef\u9760\u7684\u5c65\u884c\u3001\u53ca\u65f6\u7684\u5ba2\u6237\u670d\u52a1\u3001\u529f\u80fd\u4e30\u5bcc\u7684\u5185\u5bb9\u548c\u503c\u5f97\u4fe1\u8d56\u7684\u4ea4\u6613\u73af\u5883\uff08Chaffey\uff0c2014\uff09\uff0c\u5b9e\u73b0\u4e86\u6240\u6709\u5ba2\u6237\u7684\u5fe0\u8bda\u5ea6\u548c\u4ed6\u4eec\u7684\u91cd\u590d\u8d2d\u4e70\u3002 \u56e0\u6b64\uff0c\u9009\u62e9\u4e86\u4ee5\u4e0b\u4e00\u7ec4\u7ef4\u5ea6\uff1a\u529f\u80fd\u6027\u3001\u5c65\u884c\u901f\u5ea6\u3001\u5176\u53ef\u9760\u6027\u3001\u5ba2\u6237\u670d\u52a1\u7684\u53ca\u65f6\u6027\u3001\u5185\u5bb9\u548c\u4ea4\u6613\u73af\u5883\u3002 \u53d7\u8bbf\u8005\u5bf9\u5356\u5bb6\u7684\u5e73\u5747\u770b\u6cd5\u5982\u56fe 4 \u6240\u793a\u3002\u56e0\u6b64\uff0c\u5e74\u8f7b\u5ba2\u6237\u5c06 Amazon.com \u89c6\u4e3a\u63d0\u4f9b\u6613\u4e8e\u4f7f\u7528\u7684\u529f\u80fd\u3001\u5728\u8ba2\u5355\u5c65\u884c\u4e2d\u53ef\u9760\u3001\u63d0\u4f9b\u53ca\u65f6\u7684\u5ba2\u6237\u670d\u52a1\u5e76\u63d0\u4f9b\u53ef\u4fe1\u7684\u4ea4\u6613\u73af\u5883\u7684\u5356\u5bb6\u3002<\/p>\n<figure id=\"attachment_2302\" aria-describedby=\"caption-attachment-2302\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2302\" src=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller.png\" alt=\"\u53d7\u8bbf\u8005\u5bf9\u5356\u65b9\u7684\u5e73\u5747\u770b\u6cd5\" width=\"800\" height=\"278\" srcset=\"https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller.png 957w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller-300x104.png 300w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller-768x266.png 768w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller-850x295.png 850w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller-510x177.png 510w, https:\/\/writology.com\/wp-content\/uploads\/2022\/06\/The-respondents-averaged-perception-of-the-seller-262x91.png 262w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-2302\" class=\"wp-caption-text\">Figure 4. The respondents\u2019 averaged perception of the seller.<\/figcaption><\/figure>\n<p>Amazon \u7ef4\u5ea6\u503c\u7684\u6807\u51c6\u504f\u5dee (SD) \u4f4d\u4e8e\u5c3a\u5ea6\u7684 0.7 \u5230 1.8 \u589e\u91cf\u8303\u56f4\u5185\u3002 \u56e0\u6b64\uff0c\u4e9a\u9a6c\u900a\u7684\u5f62\u8c61\u88ab\u5206\u6563\u4e86\u3002 \u5b83\u8868\u660e\u53c2\u4e0e\u672c\u7814\u7a76\u7684\u53d7\u8bbf\u8005\u6837\u672c\u5177\u6709\u4ee3\u8868\u6027\u3002 \u7531\u4e8e\u5b9e\u73b0\u901f\u5ea6\u548c\u5185\u5bb9\u7684 SDS \u5206\u522b\u4e3a 0.8 \u548c 0.7\uff0c\u56e0\u6b64\u8fd9\u4e24\u4e2a\u7ef4\u5ea6\u5b58\u5728\u56fe\u50cf\u95f4\u9699\u3002 \u81f3\u4e8e\u5176\u4ed6\u7ef4\u5ea6\uff0c\u5176SDS\u7684\u76f8\u5bf9\u8f83\u9ad8\u7684\u503c\u4f7f\u5f97\u5404\u81ea\u7684\u56fe\u50cf\u95f4\u9699\u5728\u7edf\u8ba1\u4e0a\u662f\u4e0d\u663e\u7740\u7684\u3002<\/p>\n<p>\u4e0a\u8ff0\u5173\u4e8e\u6c9f\u901a\u6311\u6218\u7684\u7ed3\u8bba\u53ef\u80fd\u5177\u6709\u8bef\u5bfc\u6027\uff0c\u56e0\u4e3a\u56fe\u50cf\u7684\u53d8\u5316\u660e\u663e\u843d\u540e\u4e8e\u5404\u81ea\u516c\u53f8\u7684\u5f62\u8c61\u3002 \u4f8b\u5982\uff0c\u516c\u4f17\u53ef\u4ee5\u8d5e\u626c\u4e00\u4e2a\u4e0d\u5408\u6807\u51c6\u7684\u5356\u5bb6\uff0c\u56e0\u4e3a\u53ea\u6709\u9ad8\u5ea6\u540d\u8a89\u626b\u5730\u7684\u4fe1\u606f\u624d\u80fd\u4f7f\u65e2\u5b9a\u7684\u4e8b\u7269\u5f62\u8c61\u53d7\u5230\u8d28\u7591\u3002 \u4ee5\u4e0b\u5173\u4e8e\u51e0\u5341\u5e74\u524d\u4f17\u6240\u5468\u77e5\u7684\u978b\u5b50\u751f\u4ea7\u5546 Thom McAn \u7684\u4fe1\u606f\u8bf4\u660e\u4e86\u8fd9\u4e00\u70b9\u3002 \u4ece\u4e0a\u4e2a\u4e16\u7eaa\u7684\u7b2c\u56db\u4e2a\u4e16\u7eaa\u5f00\u59cb\uff0c\u4ed6\u8fde\u7eed\u56db\u4e2a\u5341\u5e74\u5728\u7f8e\u56fd\u83b7\u5f97\u4e86\u5927\u91cf\u7684\u978b\u5b50\u9500\u91cf\uff08Kotler\uff0c1997\uff0c\u7b2c 609 \u9875\uff09\u3002 \u90a3\u65f6\uff0c\u4ed6\u7684\u978b\u5b50\u76f8\u5f53\u4fbf\u5b9c\uff0c\u8d28\u91cf\u4e5f\u5f88\u597d\u3002 \u7136\u800c\uff0c\u5728\u4e0a\u4e2a\u4e16\u7eaa\u7684\u4e5d\u5341\u5e74\u4ee3\uff0c\u8fd9\u4e2a\u54c1\u724c\u5f00\u59cb\u88ab\u89c6\u4e3a\u8fc7\u65f6\u7684\u54c1\u724c\uff0c\u5728\u4e0a\u4e2a\u4e16\u7eaa\u7684\u7b2c\u4e5d\u4e2a\u5341\u5e74\u4e2d\uff0c\u5b83\u7684\u9500\u552e\u989d\u4e0b\u964d\u4e86 37.5%\u3002 \u4e3a\u4e86\u63d0\u9ad8\u9500\u552e\u989d\uff0c\u8be5\u516c\u53f8\u5f00\u59cb\u81f4\u529b\u4e8e\u6539\u5584\u5176\u5f62\u8c61\u3002 \u5b83\u7684\u8bc0\u7a8d\u5728\u4e8e\u5f00\u73a9\u7b11\u8bf4\u5b83\u7684\u5f62\u8c61\u8fc7\u65f6\u4e86\uff08Kotler\uff0c1997\uff0c\u7b2c 609 \u9875\uff09\u3002 \u4f8b\u5982\uff0c\u8be5\u516c\u53f8\u4f7f\u7528\u7684\u5e7f\u544a\u58f0\u79f0\u201c\u597d\u770b\u7684\u978b\u5b50\u2018\u4e00\u76f4\u5728 221 E. 6<sup>th<\/sup> \u4ea4\u4ed8\u7ed9 Thomas Mcan\u2019\u201d\uff08Kanner\uff0c1994 \u5e74\uff09\u3002<\/p>\n<p>\u9009\u62e9\u5dee\u8ddd\u9996\u5148\u7f29\u5c0f\uff0c\u7ba1\u7406\u5c42\u5fc5\u987b\u8ffd\u6c42\u7684\u76ee\u6807\u662f\u5728\u5176\u76ee\u6807\u5e02\u573a\u4ef7\u503c\u65b9\u9762\u660e\u663e\u66f4\u597d\u3002 \u5177\u4f53\u6765\u8bf4\uff0c\u5b83\u5e94\u8be5\u4f30\u8ba1\u901a\u8fc7\u7f29\u5c0f\u88ab\u89c6\u4e3a\u5019\u9009\u4eba\u7684\u5dee\u8ddd\u5bf9\u7ec4\u7ec7\u7684\u6574\u4f53\u6709\u5229\u5f62\u8c61\u7684\u8d21\u732e\u3002 \u6b64\u5916\uff0c\u503c\u5f97\u63d0\u51fa\u6709\u52a9\u4e8e\u7f29\u5c0f\u5dee\u8ddd\u7684\u7b56\u7565\uff08\u5b9e\u9645\u53d8\u5316\u548c\u6c9f\u901a\u53d8\u5316\u7684\u7ec4\u5408\uff09\u3002 \u6b64\u5916\uff0c\u7ba1\u7406\u5c42\u5fc5\u987b\u4f30\u8ba1\u7f29\u5c0f\u5dee\u8ddd\u548c\u7f29\u5c0f\u5176\u4e2d\u7684\u6210\u672c\u9700\u8981\u591a\u957f\u65f6\u95f4\uff08Kotler\uff0c1997\uff0c\u7b2c 609 \u9875\uff09\u3002<\/p>\n<p>\u4e00\u5bb6\u516c\u53f8\u5fc5\u987b\u5bf9\u5ba2\u6237\u8fdb\u884c\u5206\u7c7b\uff0c\u56e0\u4e3a\u6709\u5b9e\u9a8c\u8bc1\u636e\u8868\u660e\uff0c\u4e13\u95e8\u6ee1\u8db3\u4e00\u7ec4\u6d88\u8d39\u8005\u9700\u6c42\u7684\u516c\u53f8\u5f80\u5f80\u66f4\u6709\u5229\u53ef\u56fe\uff08Perner\uff0cN. D.\uff09\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u5728\u8fd9\u9879\u7814\u7a76\u4e2d\uff0c\u8981\u6c42\u5e74\u8f7b\u53d7\u8bbf\u8005\u6307\u51fa\u4ed6\u4eec\u5bf9 Amazon.com \u7684\u4e86\u89e3\u7a0b\u5ea6\u3002 \u6b64\u5916\uff0c\u5728\u8fd9\u4e2a\u8fc7\u7a0b\u4e2d\uff0c\u90a3\u4e9b\u81f3\u5c11\u8ba4\u8bc6\u4e00\u70b9\u4f9b\u5e94\u5546\u7684\u4eba\u88ab\u8981\u6c42\u8bf4\u660e\u8fd9\u4e2a\u5356\u5bb6\u7684\u8868\u73b0\u6709\u591a\u597d\u3002 \u4ece\u672c\u6b21\u8c03\u67e5\u7684\u7ed3\u679c\u4e2d\u53ef\u4ee5\u5f97\u51fa\u7ed3\u8bba\uff0c\u4e9a\u9a6c\u900a\u5fc5\u987b\u52aa\u529b\u4fdd\u6301\u5176\u5728\u5e74\u8f7b\u4eba\u4e2d\u7684\u826f\u597d\u58f0\u8a89\u548c\u5bf9\u5404\u4e2a\u7ec6\u5206\u5e02\u573a\u7684\u9ad8\u77e5\u540d\u5ea6\u3002 \u7136\u800c\uff0c\u8fd9\u4e2a\u8bba\u70b9\u53ef\u80fd\u4f1a\u4ea7\u751f\u8bef\u5bfc\uff0c\u56e0\u4e3a\u53ea\u6709\u5728\u53d1\u751f\u4e86\u4e0d\u5bfb\u5e38\u7684\u4e8b\u60c5\u540e\uff0c\u5ba2\u6237\u624d\u80fd\u53ca\u65f6\u54cd\u5e94\u4e9a\u9a6c\u900a\u63d0\u4f9b\u7684\u670d\u52a1\u8d28\u91cf\u7684\u6076\u5316\u3002 \u6b64\u5916\uff0c\u5728\u8fd9\u9879\u7814\u7a76\u4e2d\uff0c\u8981\u6c42\u53d7\u8bbf\u8005\u901a\u8fc7\u5728\u56fe 4 \u4e2d\u63cf\u7ed8\u7684\u6bd4\u4f8b\u4e0a\u8fdb\u884c\u6807\u8bb0\u6765\u4f20\u8fbe\u4ed6\u4eec\u5bf9 Amazon.com \u7684\u770b\u6cd5\u3002 \u4ece\u5176\u7ed3\u679c\u53ef\u4ee5\u5f97\u51fa\u7ed3\u8bba\uff0c\u8be5\u516c\u53f8\u7684\u5e73\u5747\u8ba2\u5355\u5c65\u884c\u901f\u5ea6\u548c\u8be5\u4f9b\u5e94\u5546\u63d0\u4f9b\u7684\u5185\u5bb9\u5b58\u5728\u56fe\u50cf\u5dee\u8ddd\u3002 \u4e3a\u4e86\u5f04\u6e05\u695a\u54ea\u4e00\u4e2a\u5e94\u8be5\u9996\u5148\u5173\u95ed\uff0c\u7ba1\u7406\u5c42\u5e94\u8be5\u6bd4\u8f83\u5e02\u573a\u5206\u914d\u7684\u4ef7\u503c\u89c2\uff0c\u4ee5\u6d88\u9664\u8fd9\u4e9b\u5dee\u8ddd\u4e2d\u7684\u6bcf\u4e00\u4e2a\u3002 \u5bf9\u5ba2\u6237\u8fdb\u884c\u5206\u7c7b\u5bf9\u4efb\u4f55\u4f01\u4e1a\u90fd\u5f88\u91cd\u8981\uff0c\u56e0\u4e3a\u8fd9\u6837\u7684\u4fe1\u606f\u53ef\u4ee5\u4e3a\u516c\u53f8\u5e26\u6765\u5229\u6da6\u3002<\/p>\n<p><strong>\u53c2\u8003\u6587\u732e<\/strong><\/p>\n<p>\u4e9a\u9a6c\u900a \uff08N.D.\uff09\u3002 <em>\u5173\u4e8e\u4e9a\u9a6c\u900a<\/em>\u3002 \u68c0\u7d22\u81ea http:\/\/www.amazon.com\/careers-homepage\/b?ie=utf8&amp;node=239364011<\/p>\n<p>Canny, J.\uff08N. D.\uff09\u3002 <em>\u5177\u6709\u9690\u79c1\u7684\u534f\u4f5c\u8fc7\u6ee4<\/em>\u3002 \u53d6\u81ea http:\/\/www.cs.berkeley.edu\/~jfc\/%27mender\/ieeesp02.pdf<\/p>\n<p>\u67e5\u83f2\uff0cD.\uff082014 \u5e74\uff0c6 \u6708 30 \u65e5\uff09\u3002 <em>amazon.com \u6848\u4f8b\u7814\u7a76<\/em>\u3002 \u53d6\u81ea http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-business-revenue-models\/amazon-case-study\/<\/p>\n<p>\u83b1\u59c6\u65af\u6258\u5c14\uff0c\u7f8e\u56fd\uff0c&amp; \u65af\u6258\u9ed8\uff0cH.\uff08\u5317\u5361\u7f57\u6765\u7eb3\u5dde\uff09\u3002 <em>\u5728\u7ebf\u5546\u5e97\u7684\u534f\u4f5c\u63a8\u8350\u7cfb\u7edf<\/em>\u3002 \u53d6\u81ea http:\/\/citeseerx.ist.psu.edu\/viewdoc\/download?doi=10.1.1.1.1.87.8558&amp;rep=rep1&amp;type=pdf<\/p>\n<p>Linden, G., Smith, B., &amp; \u7ea6\u514b\uff0cJ.\uff082003 \u5e74 1 \u6708\u81f3 2 \u6708\uff09\u3002 Amazon.com \u5efa\u8bae\uff1a\u9879\u76ee\u5230\u9879\u76ee\u7684\u534f\u4f5c\u8fc7\u6ee4\u3002 <em>ieee \u4e92\u8054\u7f51\u8ba1\u7b97\uff0c7<\/em>(1), 76\u201380\u3002<\/p>\n<p>\u574e\u7eb3\uff0cB.\uff081994 \u5e74\uff0c12 \u6708 2 \u65e5\uff09\u3002 Thom McAn \u8ba4\u4e3a\u5fcf\u6094\u5fc5\u987b\u5bf9\u552f\u4e00\u6709\u597d\u5904\u3002 <em>\u5e03\u6cd5\u7f57\u65b0\u95fb\uff08\u7ebd\u7ea6\u5dde\u5e03\u6cd5\u7f57\uff09<\/em>\u3002 \u68c0\u7d22\u81ea\uff1ahttp:\/\/www.highbeam.com\/doc\/1p2-22659003.html<\/p>\n<p>\u79d1\u7279\u52d2\u535a\u58eb\uff081997 \u5e74\uff09\u3002 <em>\u8425\u9500\u7ba1\u7406\uff1a\u5206\u6790\u3001\u89c4\u5212\u3001\u5b9e\u65bd\u548c\u63a7\u5236<\/em>\uff08\u7b2c 9 \u7248\uff09\u3002 \u65b0\u6cfd\u897f\u5dde\u4e0a\u8428\u5fb7\u5c14\u6cb3\uff1aPrentice Hall\u3002<\/p>\n<p>Perner, L.\uff08\u5317\u7f8e\uff09\u3002 \u5206\u5272\u3001\u5b9a\u4f4d\u548c\u5b9a\u4f4d\u3002 \u53d6\u81ea http:\/\/www.consumerpsychologist.com\/cb_segmentation.html<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u76ee\u6807 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