多渠道环境下商店形象一致性对消费者在线购买意愿的影响

发布时间：2017-12-28 20:31

本文关键词：多渠道环境下商店形象一致性对消费者在线购买意愿的影响　出处：《广东财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的迅速发展,网络零售成为一种新趋势,吸引着传统零售商纷纷开展线上业务,出现了多渠道零售模式,形成了拥有实体商店和在线商店的多渠道零售商。但有的多渠道零售商的在线商店做的风生水起,有的却默默无闻,所以影响消费者在线购买的因素成为了学者们研究的焦点。通过观察市场上的多渠道零售商,发现商店形象是否一致是其整体策略的差异之一。因此,本研究结合实体商店和在线商店,从商店形象一致性的角度,引入在线信任作为中介变量,对商店形象一致性与消费者的在线购买意愿之间的关系进行研究。本研究通过回顾文献与逻辑推理,构建了本文的理论模型。借鉴国内外学者的量表制定了一份调查问卷,并通过预调研,对该量表进行了修正,形成正式问卷。本研究运用S P S S 2 0.0统计分析软件对收集的数据进行相关分析、回归分析,得出以下结论:(1)商店形象一致性的各个维度均对消费者在线信任有显著的正向影响;消费者在线信任对在线购买意愿有显著的正向影响。(2)便利一致性、服务一致性既对在线购买意愿存在直接影响,又通过在线信任间接影响消费者的在线购买意愿,即在线信任在便利一致性、服务一致性与在线购买意愿之间起部分中介作用。商品一致性和评价一致性对消费者在线购买意愿的影响完全通过在线信任来实现,即在线信任在商品一致性、评价一致性与在线购买意愿之间起完全中介作用。(3)零售商知名度在商店形象一致性各维度与在线信任之间的关系中起调节作用。最后,基于实证结果,本研究为多渠道零售商打造商店形象一致提出了一系列有针对性的建议,以提升消费者的在线信任,增强消费者的在线购买意愿。
[Abstract]:With the rapid development of Internet, online retailing has become a new trend, attracting traditional retailers to develop online businesses. There has been a multi channel retail mode, forming a multi-channel retailer with physical stores and online stores. However, some online retailers' online stores have made some progress, but some of them are obscure. So the factors that influence consumers' online shopping have become the focus of scholars' research. By observing the multichannel retailers in the market, it is one of the differences in the overall strategy to find out whether the image of the store is consistent. Therefore, this study combines physical stores and online stores from the perspective of store image consistency, introduces online trust as a mediator variable, and studies the relationship between store image consistency and consumers' online purchase intention. In this study, the theoretical model of this paper is constructed by reviewing the literature and logical reasoning. A questionnaire was drawn up from the domestic and foreign scholars' scale, and a formal questionnaire was formed through the pre - investigation. This study uses S P S S 20 statistical correlation analysis, regression analysis software to collect data, draw the following conclusions: (1) the various dimensions of store image consistency have significant positive impact on consumer online trust; consumer online trust on online purchase intention has a significant positive effect. (2) convenience consistency and service consistency not only have a direct impact on online purchase intention, but also indirectly influence consumers' online purchase intention through online trust, that is, online trust plays a partial mediating role between convenience consistency, service consistency and online purchase intention. The impact of product consistency and evaluation consistency on consumers' online purchase intention is achieved by online trust, that is, online trust plays a complete mediating role between product consistency, evaluation consistency and online purchase intention. (3) the popularity of the retailer plays a regulatory role in the relationship between the dimensions of the store image consistency and the online trust. Finally, based on the empirical results, this study puts forward a series of targeted suggestions for multi-channel retailers to create store image consistency, so as to enhance consumers' online trust and enhance consumers' online purchase intention.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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