感知一致性对消费者移动购物行为的影响:基于Web-移动的跨渠道视角

发布时间：2018-07-06 10:17

本文选题：移动购物 + 移动商务　；参考：《中国管理科学》2017年04期

【摘要】：移动购物已经成为电子商务发展的新趋势,但传统成功的电子商务模式并不能直接复制到移动情境中。基于分类理论,本研究构建了3个因素用于解释在"web-移动"服务延伸的情境中消费者的评价和行为意愿,这3个因素分别是:对来源的评价、对目标的评价、以及对来源和目标关系的评价。我们力图解答以下2个问题:消费者对来源的评价(例如web的服务质量)是否会影响到他们对目标的评价(感知的移动服务质量和沉浸体验)?来源和目标的关系(感知web-移动服务的一致性)如何影响消费者对目标的评价,如何影响消费者的移动购物意愿?根据以上思路,我们建立了结构方程模型,除借鉴先前学者的研究设计了"感知信息的一致性"、"web服务质量"、"移动服务的沉浸体验"、"感知移动服务质量"4个变量外,还发展了"感知系统的一致性"这个变量用来调查消费者的移动购物意愿。针对以上变量我们设计了20个问题的问卷,多途径邀请京东商城的移动购物用户参与调查,并针对回收的277份有效问卷的数据进行了实证研究。研究结果表明:消费者对web渠道服务质量的评价正向影响其对移动渠道的感知服务质量和沉浸体验。研究还发现感知Web-移动渠道的信息一致性显著影响消费者对移动渠道的感知服务质量和沉浸体验,进而显著影响消费者的移动购物行为。我们的研究不仅为将来的多渠道研究提供了更多的思路,同时也建议商家在进行多渠道经营时,应在保障服务质量的同时保持渠道间提供信息的一致性。
[Abstract]:Mobile shopping has become a new trend of e-commerce development, but the traditional successful e-commerce model can not be directly copied into the mobile context. Based on the classification theory, this study constructs three factors to explain the consumer's evaluation and behavior intention in the context of "web-mobile" service extension. These three factors are: the evaluation of the source, the evaluation of the target. And the evaluation of the relationship between source and target. We are trying to answer the following two questions: do consumers' evaluation of sources (such as web's quality of service) affect their evaluation of their goals (perceived mobile service quality and immersive experience)? How does the relationship between sources and goals (perceived consistency of web-mobile services) affect consumers' evaluation of goals and how do they influence consumers' mobile shopping intentions? According to the above ideas, we have established a structural equation model, except for four variables: "consistency of perceived information", "quality of web service", "immersing experience of mobile service", "perceived quality of mobile service", and "perceived quality of mobile service". A variable called perceived system consistency has also been developed to investigate consumers' mobile shopping intentions. In view of the above variables, we designed a questionnaire of 20 questions, invited mobile shopping users of JingDong Mall to participate in the survey, and conducted an empirical study on the collected data of 277 valid questionnaires. The results show that consumers' evaluation of web channel service quality positively affects their perceived quality of service and immersive experience of mobile channel. It is also found that information consistency of perceived Web-mobile channels significantly affects consumers' perceived quality of service and immersive experience of mobile channels, and thus significantly affects consumers' mobile shopping behavior. Our research not only provides more ideas for the future multi-channel research, but also suggests that the business should ensure the service quality while maintaining the consistency of the information provided among the channels.
【作者单位】：华中科技大学管理学院;浙江财经大学信息学院;
【基金】：国家自然科学基金资助项目(71332001、71061160505) 教育部博士点基金项目(20120142110042) 华中科技大学现代信息管理研究中心资助项目
【分类号】：F713.55

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