在线购物平台中的服务营销：心理与行为维度
Service Marketing in Online Shopping Platform: Psychological and Behavioral Dimensions.
作者信息
Wang Yong, Qi Manzu, Parsons Liz, Tsai Fu-Sheng
机构信息
Business School, Huaiyin Institute of Technology, Huai'an, China.
Doctoral Program, I-Shou University, Taiwan, China.
出版信息
Front Psychol. 2021 Oct 21;12:759445. doi: 10.3389/fpsyg.2021.759445. eCollection 2021.
Abstract
This conceptual analysis critically discusses how service marketing is workable for online shopping platforms and how important service-related and influenced factors played their roles the aforementioned issue. The concepts of service, service marketing, and related factors were re-visited, or at least reflected, in the new context of online platforms. Mostly, we framed the essence and importance of those discussed factors from the psychological and behavioral angles. Implications for theory, practices, and policy-making were offered seriously.
摘要
本概念分析批判性地讨论了服务营销如何适用于在线购物平台，以及与服务相关的影响因素在上述问题中如何发挥作用。在在线平台的新背景下，对服务、服务营销及相关因素的概念进行了重新审视，或至少有所体现。多数情况下，我们从心理和行为角度阐述了这些所讨论因素的本质和重要性。并认真提出了对理论、实践和政策制定的启示。
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