全渠道营销中消费者购买行为协同性研究

发布时间：2018-04-11 15:34

本文选题：全渠道营销 + 消费者　；参考：《商业经济研究》2017年23期

【摘要】：互联网技术的不断创新,为零售企业线上与线下相结合的全渠道营销提供了便利,也进一步影响了消费者购买行为。本文运用假设模型、调查问卷与实证分析等方法,对全渠道营销中消费者线上和线下购买行为的协同关系进行分析。研究发现:在全渠道营销中,线上电商平台系统质量与线下实体店服务质量均正向影响各自渠道的满意度;消费者的线上、线下满意度与线上、线下购买意愿之间的影响分别呈正相关关系;而消费者线下满意度对线上购买意愿的影响,以及线上满意度对线下购买意愿的影响均呈负相关;线上与线下购买意愿之间的相互影响则为正相关关系。由此,提出相关建议,以期提升全渠道营销中消费者购买行为的协同性,促进整个零售行业的持续高效发展。
[Abstract]:The continuous innovation of Internet technology provides convenience for retail enterprises to combine online and offline full-channel marketing, and further affects consumer purchasing behavior.By using hypothetical model, questionnaire and empirical analysis, this paper analyzes the synergistic relationship between online and offline purchasing behaviors of consumers in all channel marketing.The results show that the system quality of online e-commerce platform and the service quality of offline physical stores have a positive impact on the satisfaction degree of their respective channels, the online, offline satisfaction and online satisfaction of consumers.The influence of offline purchase intention is positively correlated, while the influence of consumer offline satisfaction on online purchase intention and online satisfaction on offline purchase intention are negatively correlated.The interaction between online and offline purchase intention is positive correlation.Therefore, some suggestions are put forward in order to enhance the synergy of consumer purchasing behavior in the whole channel marketing and promote the sustainable and efficient development of the whole retail industry.
【作者单位】：中央司法警官学院;
【基金】：2014河北省社会科学基金项目“河北省现代农业园区总体规划研究”(HB14GL002)
【分类号】：F713.55

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