消费者多渠道零售系统采纳意愿研究

发布时间：2018-01-17 00:09

本文关键词：消费者多渠道零售系统采纳意愿研究　出处：《武汉纺织大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的快速发展,传统零售商越来越重视电子商务渠道在企业营销中的作用,如苏宁、国美等零售商巨头通过自建网络平台开展网络零售业务。已有研究已经证实:零售商提供给顾客多渠道的购物体验能激发顾客兴趣、提升顾客满意度,从而实现顾客保留与顾客增长。然而许多消费者仍然倾向于使用零售商的单一渠道(线上或线下渠道)进行购物。如何使消费者在购物过程中采纳多渠道零售系统的问题困扰着多渠道零售商。国内外对多渠道零售的研究主要以已采纳多渠道零售系统的顾客为研究对象,以未采纳多渠道零售系统的顾客为研究对象,研究消费者在购物中对多渠道零售系统采纳意愿的文献并不多见。本文旨在研究影响消费者采纳多渠道零售系统的因素,研究内容主要分为以下两个方面:第一,建立多渠道零售系统的采纳模型,并通过实证研究,验证消费者感知价值的四个维度对多渠道零售系统采纳意愿的作用机理。研究结果表明,顾客感知价值(省钱、便利性、猎奇、娱乐性)能通过消费者对多渠道零售商系统的态度显著影响多渠道零售系统的采纳意愿。第二,比较在网络购物经验不同(高/低)的消费者间,多渠道零售系统采纳模型的差异。多群组因果分析的结果表明,在不同网络购物经验的消费者之间,多渠道零售系统采纳模型存在差异。高网络购物经验的消费者比低网络购物经验的消费者更看重省钱这种采纳动机。低网络购物经验的消费者关注的价值主要是猎奇、娱乐这两种享乐性价值,其次才是省钱、便利这两种实用价值;高网络购物经验的消费者所关注的价值主要是省钱与娱乐。根据以上研究结果,本文提出了相应的管理启示。
[Abstract]:With the rapid development of e-commerce, traditional retailers pay more and more attention to the role of e-commerce in the enterprise marketing channels, such as Suning, Gome and other retail giants to carry out online retail business through the self built network platform. Existing research has confirmed that retailers provide customers with multi-channel shopping experience can stimulate the interest of customers, improve customer satisfaction, in order to achieve customer retention and customer growth. However, many consumers still prefer to use a single channel retailers (online or offline channels) for shopping. How to make consumers in the shopping process adopt multi-channel retail system problem with multi channel retailers. The domestic and foreign research on multi-channel retailing mainly in multi-channel retail system has been adopted the customer as the research object, a multi-channel retail system did not adopt the customer as the research object, research on consumers shopping in multiple channels The retail system adoption literature is rare. This paper aims to study the influencing factors of consumer adoption of multi-channel retail system, the research contents are mainly divided into the following two aspects: first, adopt the model of multi-channel retail system, and through empirical research, the mechanism of the four dimensions of consumer perceived value verification of multi channel retail system adoption. The results showed that the customer perceived value (money, convenience, novelty, entertainment) can significantly affect the multi-channel retail system adoption through consumer attitude to multi-channel retailer system. Second, compare the different in the network shopping experience (high / low) the difference between consumers, adoption model multi channel retail system. The results show that the causal analysis of multiple groups, between different online shopping experience of consumers, multi-channel retail system adoption model. Differences exist in the high purchase network From the experience of consumers than low Internet shopping experience consumers pay more attention to the adoption of money motivation. Low Internet shopping experience of consumers concerned about the value of the main entertainment adventure is the two hedonic value, followed by money, convenience of the two high practical value; online shopping experience of consumers is mainly concern value save money and entertainment. According to the above research results, the paper put forward the corresponding enlightenment.

【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2

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