摘要
多渠道零售环境下,消费者渠道决策发生了根本变化。着眼实体与网络两种渠道类型,基于搜索信息和产品购买两个阶段研究渠道属性对消费者选择意愿的影响,运用感知价值理论分析了搜索属性对消费者搜索意愿的影响、购买属性对消费者购买意愿的影响,运用信任转移理论定义了渠道内锁定、渠道间协同,构建了概念模型,通过联立方程建模并求解发现:搜索利益包括信息有效性、搜索便利性、社会互动性正向影响消费者实体(网络)搜索意愿,搜索成本包括搜索努力负向影响消费者实体(网络)搜索意愿,购买利益包括服务质量、购买便利性、享乐性正向影响消费者实体(网络)购买意愿,购买成本包括购买努力、购买风险负向影响消费者实体(网络)购买意愿;实体渠道具有锁定性,网络渠道缺乏锁定性,实体渠道搜索网络渠道购买和网络渠道搜索实体渠道购买具有协同性。
In the multi-channel retailing environment, the consumer channel decision-making has changed fundamentally. Fo- cusing on the two channels of the real store and the online store, the paper investigates the influence of the channel attributes on con- sumer selection intentions in terms of information search and product buying. By applying the perceived-value theory, the paper ana- lyzes the influence of search attributes on consumer search intentions, the influence of buying attributes on consumer buying inten- tion, defines channel lock-in and cross-channel synergy by applying the trust transfer theory, and establishes a conceptual model. By simultaneous equations models established and solved, these following results are found. Channel search benefits, including information availability, search convenience and social interaction, positively affect consumer search intention of the real store and the online store, but search cost, including search effort, negatively affects consumer search intention. Channel buying benefits, including service quality, purchase convenience and enjoyment, positively affect consumer buying intention of the real store and the online store, but the buying cost, including purchase effort and purchase risk, negatively affect consumer buying intention. The real store has the lock-in feature, but the online store has not. The store search for online buying and online search for store buying have synergy.
作者
郭燕
纪延光
朱国军
GUO Yan;JI Yan-guang;ZHU Guo-jun(School of Business, Huaihai Institute of Technology, Lianyungang 222005, Chin)
出处
《商业经济与管理》
CSSCI
北大核心
2017年第12期15-23,共9页
Journal of Business Economics
基金
江苏省社会科学基金后期资助项目"消费者跨渠道购买行为形成机制研究"(16HQ013)
淮海工学院博士人才基金资助项目(KQ17002)
关键词
渠道属性
消费者选择意愿
搜索意愿
购买意愿
channel attributes
consumer selection intention
search intention
buying intention
