全渠道背景下线上线下互动性对消费者渠道迁徙影响研究
发布时间：2018-11-18 06:43
【摘要】：自从电子商务迅速发展以来,实体店和网上商城冲突不断,价格不一、线下成为线上的体验店、客户的争夺等问题不断出现。同时,随着全渠道的发展,消费者行为的不确定性因素越来越大,消费者在购买渠道和信息搜集渠道中可以任意地迁徙。然而实践证明打破这一局面的关键问题就在于如何提升全渠道背景下的客户体验。通过与顾客深入地互动,一方面收集有关顾客的相关信息,通过相关的信息技术对信息进行处理和分析,获得与顾客相关的重要信息以便更好地实施个性化服务;另一方面从服务的角度提升顾客体验,通过为消费中的顾客提供帮助使得顾客消费过程更加便利,同时也能提升顾客的满意。本文从互动性的角度出发,以“刺激-反映”理论为基本逻辑路线,分析了互动性与消费者渠道迁徙的关系。研究的关键点在于不同渠道表现出来的互动性是不同的,所以对于消费者来说感受的体验自然也是不同的。本文采取的研究方法是文献研究法、实验法。通过文献研究,对相关的概念和理论进行梳理,了解互动性和渠道迁徙的研究最新动态,在前人研究基础上进行创新,同时为后面模型的建立打下坚实的基础。本文采用实验法对200名在校大学生进行情景模拟,模拟三种渠道消费者信息收集和购买的场景,让被试者在体验后进行问卷的填写。通过这样的方式对全渠道背景下消费者的迁徙行为进行研究。数据收集后用SPSS19.0对提出的假设进行验证。本文的创新之处在于选取了全渠道为背景研究消费者行为,在互动性的研究中采用了不同以往的问卷调研形式,采用了实验法进行研究,将互动性的研究更加深入和细化,在消费者渠道迁徙的研究中,丰富了其影响因素的研究。本文在最后给企业提出了相关的管理建议以及本文的不足对未来的展望。本研究得到如下结论:(1)互动性借助于信息体验和娱乐体验对消费者的渠道迁徙有影响作用,互动性本身对消费者的渠道迁徙是有显著性影响,信息体验和娱乐体验在其中起到了完全中介的作用;(2)不同程度的互动性对消费者渠道迁徙影响不同,高互动性对消费者的影响更加明显的;(3)不同类型的渠道对消费者渠道迁徙的影响是不同的。这一结论对于企业针对不同的渠道制定营销方案提供了参考。
[Abstract]:Since the rapid development of electronic commerce, physical stores and online shopping malls have been in conflict with each other, with different prices. Offline has become an online experience store, and problems such as customer competition have been emerging. At the same time, with the development of the whole channel, the uncertainty of consumer behavior becomes more and more serious. Consumers can migrate freely in the purchasing channel and information gathering channel. However, practice has proved that the key problem to break this situation is how to improve the customer experience in the context of all channels. Through deep interaction with customers, on the one hand, collect relevant information about customers, process and analyze the information through relevant information technology, and obtain important information related to customers in order to better implement personalized services; On the other hand, the customer experience can be improved from the service point of view, by providing help to the customers in the consumer to make the process of customer consumption more convenient, but also to enhance customer satisfaction. Based on the theory of stimulation and reflection, this paper analyzes the relationship between the interaction and the migration of consumers' channels. The key point of the research is that the interaction of different channels is different, so the experience is different for consumers. This article adopts the research method is the literature research method, the experimental method. Through the literature research, the related concepts and theories are combed to understand the latest trends of interactivity and channel migration, to innovate on the basis of previous studies, and to lay a solid foundation for the establishment of the following model. In this paper, 200 college students were simulated by the experimental method to simulate the situation of consumer information collection and purchase through three channels, and the subjects were asked to fill out the questionnaire after experience. In this way, the migration behavior of consumers in the context of the whole channel is studied. After data collection, the proposed hypothesis is validated with SPSS19.0. The innovation of this paper lies in choosing the whole channel as the background to study consumer behavior. In the interactive research, we adopt different forms of questionnaire investigation, adopt the experimental method to carry out the research, and make the interactive research more thorough and detailed. In the study of consumer channel migration, it enriches the study of its influencing factors. At the end of this paper, the author puts forward the related management suggestions to the enterprise and the future prospect of the deficiency of this paper. The conclusions of this study are as follows: (1) interaction has an impact on the channel migration of consumers by means of information experience and entertainment experience, and interaction itself has a significant impact on the channel migration of consumers. Information experience and entertainment experience play a role as a complete intermediary; (2) the influence of different degree of interaction on consumer channel migration is different, and the influence of high interaction on consumers is more obvious; (3) the influence of different types of channels on consumer channel migration is different. This conclusion provides a reference for enterprises to develop marketing programs for different channels.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
本文编号：2339189
[Abstract]:Since the rapid development of electronic commerce, physical stores and online shopping malls have been in conflict with each other, with different prices. Offline has become an online experience store, and problems such as customer competition have been emerging. At the same time, with the development of the whole channel, the uncertainty of consumer behavior becomes more and more serious. Consumers can migrate freely in the purchasing channel and information gathering channel. However, practice has proved that the key problem to break this situation is how to improve the customer experience in the context of all channels. Through deep interaction with customers, on the one hand, collect relevant information about customers, process and analyze the information through relevant information technology, and obtain important information related to customers in order to better implement personalized services; On the other hand, the customer experience can be improved from the service point of view, by providing help to the customers in the consumer to make the process of customer consumption more convenient, but also to enhance customer satisfaction. Based on the theory of stimulation and reflection, this paper analyzes the relationship between the interaction and the migration of consumers' channels. The key point of the research is that the interaction of different channels is different, so the experience is different for consumers. This article adopts the research method is the literature research method, the experimental method. Through the literature research, the related concepts and theories are combed to understand the latest trends of interactivity and channel migration, to innovate on the basis of previous studies, and to lay a solid foundation for the establishment of the following model. In this paper, 200 college students were simulated by the experimental method to simulate the situation of consumer information collection and purchase through three channels, and the subjects were asked to fill out the questionnaire after experience. In this way, the migration behavior of consumers in the context of the whole channel is studied. After data collection, the proposed hypothesis is validated with SPSS19.0. The innovation of this paper lies in choosing the whole channel as the background to study consumer behavior. In the interactive research, we adopt different forms of questionnaire investigation, adopt the experimental method to carry out the research, and make the interactive research more thorough and detailed. In the study of consumer channel migration, it enriches the study of its influencing factors. At the end of this paper, the author puts forward the related management suggestions to the enterprise and the future prospect of the deficiency of this paper. The conclusions of this study are as follows: (1) interaction has an impact on the channel migration of consumers by means of information experience and entertainment experience, and interaction itself has a significant impact on the channel migration of consumers. Information experience and entertainment experience play a role as a complete intermediary; (2) the influence of different degree of interaction on consumer channel migration is different, and the influence of high interaction on consumers is more obvious; (3) the influence of different types of channels on consumer channel migration is different. This conclusion provides a reference for enterprises to develop marketing programs for different channels.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
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