多种零售渠道下消费者产品搜寻和购买行为——来自服装类产品的调查

发布时间：2018-01-05 11:28

本文关键词：多种零售渠道下消费者产品搜寻和购买行为——来自服装类产品的调查　出处：《商业经济研究》2017年20期 　论文类型：期刊论文

【摘要】：本文通过向我国各省市受访者发放问卷的方式来探究消费者服装类产品信息搜寻的零售感知有用性和先前购物满意度对产品信息搜寻频率和产品购买行为的影响,通过将零售渠道划分为网络、电视、目录、本地门店和非本地门店五个类别分别进行回归分析。研究结果表明,消费者在感知到某种零售渠道产品信息搜寻有用的情况下会更频繁地通过该渠道进行信息搜集,从而正向影响产品购买意愿,但在不同类别中影响程度存在着一定差异;同时消费者对先前购物体验越满意,其便会更有意愿反复通过原零售渠道购买同类商品,这种满意度影响无论在何种渠道下均表现出显著性。
[Abstract]:This paper, by sending questionnaires to the interviewees from provinces and cities in China, is to explore the impact of consumer clothing product information search on the consumer's perceived usefulness of retail information and the influence of previous shopping satisfaction on product information search frequency and product purchase behavior. . By dividing the retail channel into five categories: network, TV, catalogue, local store and non-local store, the results show that. Consumers will more frequently collect information through a certain retail channel when they perceive the usefulness of product information search through that channel, thus positively affecting the purchase intention of the product. However, there are some differences in the degree of influence in different categories. At the same time, the more satisfied consumers are with the previous shopping experience, the more willing they will be to buy the same goods through the original retail channels.
【作者单位】：四川工商学院;
【基金】：国家社会科学基金重点课题“马克思主义经济学中国化研究”(课题编号:10aks002)
【分类号】：F426.86;F713.55
【正文快照】： 引言互联网的引入作为一种新型无实体店的零售渠道在上世纪90年代晚期极大改变了全球零售行业的发展趋势,它不仅仅只是对于先前传统采用无实体店零售渠道如电视购物和目录购物形式的补充,还是对过往推广产品信息以及通过采用多渠道零售战略来实现基于无实体店的交易等传统行

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