Research on E-commerce Communication Model and driven strategies

Abstract

Turnover rate has been concerned by operators of e-commerce websites and remained at a relatively low level, so how to improve turnover rate has become an important and urgent issue to e-commerce websites. We thoroughly analyzed touch points between e-commerce enterprises and consumers, and proposed an E-commerce Communication Model (ECM), which consisted of three stages and two paths. Driven strategies of ECM had been designed based on Cognitive Reaction Model. Driven strategies can attract consumer's attention and stimulate their interest in information search stage and information exposure stage, then strengthen consumer's cognition and gain their trust in page communication stage, ultimately ensure them to smoothly implement purchasing behavior in transaction stage. Main function of driven strategies was to drive consumers to shift successfully from upper stage to next stage, preventing them running off in upper stage, which can improve the turnover rate of e-commerce websites. Finally, we discussed research findings and limitations.