考虑消费者质量认知行为的O2O决策研究

发布时间：2018-04-11 21:14

本文选题：O2O模式 + 质量认知　；参考：《中国科学技术大学》2017年博士论文

【摘要】：020(Online to Offline)是一种将线下商务机会与互联网相结合的电子商务模式。近年来,020模式在全球范围内迅速发展。传统零售业为了更好地与网上零售商抗衡,由线下零售向线上线下一体化的互联网零售转型;纯电商企业为了响应消费者线下体验诉求也开始布局线下实体店。020越来越被看重的一个重要原因是线下体验无法完全转移到线上。虽然网络购物以其相对低廉的价格和方便快捷的物流服务受到广大消费者的喜爱,但是消费者在线下实体店能够对产品进行全方位感知,不需要耗费大量时间浏览网上海量的信息。本文基于020背景下产生的新问题,在双渠道供应链的研究中考虑消费者的质量认知行为,分析其对供应链成员决策的影响。具体进行了以下研究,(1)考虑到参考质量对线上线下消费者购买行为的不同影响,本文第二章探讨了消费者的参考质量效应对企业决策的影响;(2)本文第三章将零售商服务质量对消费者选择行为的影响加入到双渠道供应链的研究中,讨论了线上线下两个渠道之间的服务竞争;(3)本文第四章研究了线下实体店可以采取什么样的措施来避免消费者的展厅现象给他们带来的损失。通过构建理论模型并进行求解,本文首先给出了供应商和零售商最优的广告、产品质量以及定价决策,然后确定零售商在线上线下渠道最优的服务和定价水平,最后针对不同类型具有展厅现象的消费者提出了不同的应对策略。结合参数分析等方法,本文得到一系列有价值的结论。首先,如果零售商不允许消费者退货,那么当消费者的参考质量效应增加或者更多的消费者去线下实体店体验的时候,供应商会更加注重产品质量,产品性价比增加;在零售商允许消费者退货的条件下,供应商会更加注重产品质量。如果线上消费者的参考质量效应较高,那么越多的消费者在实体店购买反而会降低产品的性价比。退货权限对消费者来说并不总是有利,因为当零售商的单位退货成本较高的时候,消费者会最终承担退货成本从而导致产品性价比降低。其次,在消费者面临多种产品且认知有限的情况下,由于实体店的体验优势,消费者在线下渠道可以花费更少的精力买到更适合的商品。如果消费者中同时存在H类型消费者(搜索成本高)和L类型消费者(搜索成本低),零售商提供的服务水平比全部都是H类型消费者的情况要低,这个时候如果对两种类型的消费者采取差异化的定价和服务策略可以增加零售商的收益。最后,当消费者具有展厅现象的时候,如果线下渠道和线上渠道独立经营,那么线下实体店对H类型消费者采取入场费策略,对L类型消费者采取价格匹配策略的效率最高。如果线下渠道和线上渠道集中经营,那么线下实体店对所有消费者都采取入场费策略的效率最高。本文第一次从消费者质量认知的角度研究020零售模式,有着较大的理论意义。相关研究结果可以为企业进行广告、定价以及服务等决策时如何考虑消费者的质量认知行为提供参考依据,具有实践意义。
[Abstract]:020 (Online to Offline) is a kind of electronic commerce mode will be the next line of business opportunities and the Internet combined. In recent years, the rapid development of the 020 models in the world. The traditional retail industry in order to better compete with online retailers, by offline retail to the integration of online and offline Internet retail transformation; pure business in response to consumer demands also began to experience the next line is an important reason for the layout of the store next line of.020 is more and more valued is the next line experience can not be completely transferred to the online shopping network. Although at a relatively low price and convenient logistics service by the majority of consumers, but consumers online store can be full perception of product range, do not need to spend a lot of time browsing massive online information. This article is based on the 020 new problems under the background of the study in the senior high school entrance examination into the dual channel supply chain The quality of the cognitive behavior of consumers, analyzes its influence on the members of the supply chain decision. The following research, (1) taking into account the different influence on the quality of reference to consumers online and offline purchase behavior, the second chapter discusses the influence of reference mass effect on consumer business decisions; (2) the third chapter influence of retailer service quality on consumer choice behavior to research the dual channel supply chain, discussed the line between the two channel service competition; (3) the fourth chapter studies the offline store can take what kind of measures to avoid the phenomenon of consumer exhibition hall for their loss through. Theoretical model is constructed and solved, this paper firstly gives the optimal supplier and retailer advertising, product quality and pricing decision, and then determine the retailer online and offline channels the most excellent service and The price level, and finally put forward different coping strategies for different types of consumers. The phenomenon has hall by parameter analysis method, this paper obtains a series of valuable conclusions. First, if the retailer does not allow consumers to return, so when consumers should increase the quality and efficiency of reference or more consumers to the next line store experience suppliers, pay more attention to product quality, product price increases; in return under the condition of allowing consumers to retailers, suppliers pay more attention to the quality of the products. If the high reference quality effects of online consumers, so more consumers in the store to buy it will reduce the cost of the product. The return is not always favorable access to consumers, because the unit of time the return cost is higher when retailer, consumers will eventually bear the return cost leading product price Reduced. Secondly, when consumers face a variety of products and knowledge is limited, because the store experience advantage, consumers online channels can spend less effort to buy more for the goods. If consumers exist simultaneously in type H (consumer search costs) and type L (consumer search, retailer offers low cost) the service level is all lower than the H type consumers, this time if the two types of consumers adopt different pricing and service strategy can increase the profits of retailers. Finally, when consumers have hall phenomenon, if offline channels and online channels operate independently, so the next line store to take admission cost strategy for H types of consumers, take the price matching strategy is the highest efficiency of L type consumers. If offline channels and online channels to focus, then the next line entities Shop take admission strategy the highest efficiency for all consumers. This is the first time to study the quality from the consumer cognitive perspective 020 retail model has important theoretical significance. Research results can be advertising for the enterprise, how to consider the quality of the cognitive behavior of consumers to provide reference for pricing and service decision-making, with practice meaning.

【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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