消费者在移动电商间转移的影响因素实证研究

发布时间：2018-05-17 21:13

本文选题：影响因素 + 用户转移　；参考：《企业经济》2017年04期

【摘要】：借鉴推拉理论、创新扩散理论和技术接受模型等相关理论,研究移动电子商务下消费者发生企业间转移的影响因素,把影响消费者在移动电商企业间转移的因素分为拉力因素和推力因素两大类。然后构建理论模型,提出研究假设,通过结构方程方法对影响因素模型及研究假设进行验证。研究结果表明:促使消费者在移动电商之间转移的拉力因素有替代者吸引力、相对优势、相对有用性、相对易用性、相对优惠性和消费者创新性等;阻碍消费者转移的推力因素有消费者信任、消费者习惯、消费者对当前企业e-服务质量感知、转移成本和相互关系等。企业可采取"回拉策略"来防止消费者的流失,采取"推力策略"来加强顾客粘性。
[Abstract]:Based on the theory of push-pull theory, innovation diffusion theory and technology acceptance model, this paper studies the influencing factors of consumer transfer between enterprises in mobile e-commerce. The factors that affect the transfer of consumers in mobile e-commerce enterprises are divided into two categories: pull factor and thrust factor. Then the theoretical model is constructed and the research hypothesis is put forward. The influence factor model and the research hypothesis are verified by the structural equation method. The results show that: the pull factors that urge consumers to transfer between mobile e-commerce have substitute attractiveness, comparative advantage, relative usefulness, relative ease of use, relative preference and consumer innovation. Consumer trust, consumer habits, consumers' perception of eservice quality, transfer cost and interrelationship are the thrust factors that hinder consumers' transfer. Enterprises can adopt "pull back strategy" to prevent the loss of consumers, and "push strategy" to strengthen customer stickiness.
【作者单位】：广东工业大学管理学院;梧州学院经济管理学院;深圳市天健物业管理有限公司;
【基金】：国家自然科学基金项目“基于相似理论和可拓逻辑的网络管理实验建模方法及实验策略”(项目编号:70671029) 教育部人文社会科学研究规划基金项目“转型期企业伪社会责任行为的动因及发生机理:价值观视角”(项目编号:16YJAZH014) 广东省哲学社会科学“十二五”规划项目“企业社会责任行为动力机制研究:价值观的视角”(项目编号:GD15CGL03) 梧州学院科研项目“‘互联网+’时代电商和物流的整合经营之道”(项目编号:2015C005)
【分类号】：F724.6

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