家电零售商转型OTO模式影响因素研究

发布时间：2019-02-15 07:25

【摘要】：随着科技的发展和进步,互联网技术得到了广泛的应用,网络零售业务变得越来越平常，相关市场主体日渐强大,不少新的模式和机遇也在网络购物市场中出现。我国网购用户规模目前已达到3.32亿，这部分消费者既在实体店里买东西，也在网上购物，成为名副其实的双渠道顾客，并且这个队伍还在不断的壮大。网上购物平台也随之快速发展，对实体店销售是个不小的冲击，家电行业也包括在内，销售渠道的改革成了家电零售商们不得不考虑的问题。根据上述背景，本文认为家电零售商应该向双渠道模式转型，网上销售平台可以和实体店合作，实体店零售商可以发展网上销售平台。本文在消费者双渠道选择理论和感知风险理论的基础上，，结合管理学和统计学等，以文献研究法、访谈法和问卷调查三种方法结合运用，通过SPSS和AMOS软件在消费者的角度上对影响消费者选择双渠道购买家电产品的影响因素进行实证研究。首先，本文在明确研究目的、意义和方法的基础上，对相关的文献研究进行梳理，并阐述了消费者双渠道选择理论和感知风险理论。据此得出主要研究的影响因素后，提出研究假设并建立了本文实证研究的理论模型。其次，根据查阅文献对消费者进行的访谈，设计了预调查的问卷，并进行了预调查，通过SPSS17.0软件对预调查所得的数据进行信度和效度检验，并根据结果对问卷的题项做了调整，正式问卷才得以形成。正式调查后，对得到的数据做了处理，主要是用SPSS软件做了描述性统计分析，对总体数据进行了信度和效度分析，接着用AMOS软件对样本做了验证性因子分析和结构方程模型分析，并得出结论。主要是感知有用性、线上渠道的服务对消费者购买家电产品时选择线上渠道具有不太显著的正面影响，线下渠道便利性对消费者购买家电产品时选择线下渠道具有不太显著的正面影响，感知易用性、线上渠道便利性对消费者购买家电产品时选择线上渠道具有显著的正面影响，消费习惯、产品体验、线下渠道的服务对消费者购买家电产品时选择线下渠道具有显著的正面影响，感知风险对对消费者购买家电产品时选择线上渠道具有显著的负面影响。最后，并根据结论对家电零售商和消费者提出了相关建议，同时也指出了本文的研究不足和未来的研究方向。本文建议家电零售商向双渠道模式转型，并在过程中充分发挥线上、线下渠道的优势，取长补短，使得线上线下渠道能够更好的结合；建议消费者可以对自己的消费习惯稍作改变，能带给自己最大的利益才是最好的。
[Abstract]:With the development and progress of science and technology, Internet technology has been widely used, the network retail business has become more and more common, the related market main body is becoming stronger and stronger, many new models and opportunities also appear in the online shopping market. The scale of online shopping in China has reached 332 million at present. This part of consumers not only buy things in physical stores, but also online shopping, become a true double channel customers, and this team is still growing. With the rapid development of online shopping platform, it is not a small impact on physical store sales, including the household appliances industry, the reform of sales channels has become a problem that home appliance retailers have to consider. According to the above background, this paper thinks that the household appliance retailer should transform to the dual channel mode, the online sales platform can cooperate with the physical store, and the physical store retailer can develop the online sales platform. Based on the theory of consumers' dual channel selection and perceived risk, combined with management and statistics, this paper uses three methods: literature research, interview and questionnaire survey. Through the SPSS and AMOS software in the perspective of consumers, this paper makes an empirical study on the factors that affect consumers' choice of purchasing household appliances through two channels. First of all, on the basis of clear research purpose, significance and method, this paper combs the relevant literature research, and expounds the theory of consumer dual channel choice and perceived risk theory. On the basis of this, the paper puts forward the research hypothesis and establishes the theoretical model of the empirical research. Secondly, according to the interviews with consumers, the questionnaire is designed, and the reliability and validity of the data are tested by SPSS17.0 software. And according to the results of the questionnaire items made adjustments, the formal questionnaire can be formed. After the formal investigation, the obtained data were processed, mainly using SPSS software to do descriptive statistical analysis, and the reliability and validity of the overall data were analyzed. Then, the confirmatory factor analysis and structural equation model analysis of the sample are done by AMOS software, and the conclusion is drawn. It is mainly perceived usefulness, the online channel service has a less significant positive impact on the choice of online channel when consumers buy household appliances. Off-line channel convenience has a less significant positive impact on consumers' choice of offline channels when purchasing household appliances, while perceived ease of use, on-line channel convenience has a significant positive impact on consumers' choice of online channels when purchasing household appliances. Consumer habits, product experience and offline service have a significant positive impact on consumers' choice of offline channels when purchasing household appliances, and perceived risks have a significant negative impact on consumers' choice of online channels when purchasing household appliances. Finally, according to the conclusion, the author puts forward the relevant suggestions to the home appliance retailers and consumers, and points out the deficiency of this paper and the future research direction. This paper suggests that the household appliance retailers should transform to the dual-channel mode, and give full play to the advantages of online and offline channels in the process, so that the online and offline channels can be better combined; Suggest that consumers can slightly change their consumption habits, can bring their own maximum benefit is the best.
【学位授予单位】：青岛理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F724.2

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