摘要
随着移动网络技术的发展,越来越多的消费者选择全渠道营销的零售商购物。文章从顾客消费体验视角出发,结合刺激机体反应(SOR)模型、感知价值理论,构建了“零售商全渠道营销—体验价值—消费者购买意愿”的研究模型,分析零售商全渠道营销对消费者购买意愿的影响。实证结果表明:零售商全渠道营销对消费者购买意愿产生显著的正向影响;体验价值在零售商全渠道营销与消费者购买意愿发挥中介作用;可以通过提升零售商全渠道营销水平和消费者价值感知来提高消费者购买意愿。
With the development of mobile network technology,more and more consumers choose to shop at omni-channel marketing retailers.From the perspective of customer consumption experience,combined with SOR model and perceived value theory,this paper constructs a research model of"retailer omni-channel marketing-experience value-consumer purchase intention"to analyze the impact of retailer omni-channel marketing on consumer purchase intention.The empirical results show that:retailers'omnichannel marketing has a significant positive impact on consumers'purchase intention.Experience value plays an intermediary role in retailers'omni-channel marketing and consumers'purchase intention.It is important for improving consumers'purchase intention to enhance retailers'omni-channel marketing level and consumers'value perception.
作者
施倩
谭艳华
丁宁
SHI Qian;TAN Yan-hua;DING Ning(School of Economics,Tongling University,Tongling Anhui 244061,China;School of International Economics and Trade,Anhui University of Finance and Economics,Bengbu Anhui 233030,China)
出处
《铜陵学院学报》
2024年第1期46-50,共5页
Journal of Tongling University
基金
国家社会科学基金项目“数字赋能零售业态高质量发展的机理与政策”(23BJY194)
铜陵学院校级科研计划项目“零售商全渠道营销对消费者购买意愿的影响研究——基于顾客消费体验视角”(2022tlxy22)。
关键词
零售商
全渠道营销
体验价值
购买意愿
retailer
omni-channel marketing
experience value
purchase intention
