实体与网络零售下消费者信任转移及渠道迁徙行为研究

发布时间：2018-11-02 11:20

【摘要】：近年来,网络经济的发展使得消费渠道逐步呈现出多样化趋势,线下消费转为线上消费成为一股潮流,实体零售和网络零售的协同成为未来零售企业的发展趋势。消费者在实体渠道和网络渠道中频繁转换,享受着信息技术和电子商务发展所带来的乐趣。双渠道协同发展为消费者购买行为提供了更为广阔便捷的空间,与单一渠道相比,消费者购物过程更加复杂多变,消费者行为呈现出新特征。结合Nicosia模型和TRA理论,本文对双渠道背景下消费者信任形成要素进行分析。基于此,对消费者信任问题进行动态转移分析,构建消费者信任转移路径,分为渠道间信任转移和渠道内信任转移两大类。随后由消费者心理分析提升到消费者行为结果分析,探究消费者信任转移和渠道迁徙行为之间关系,构建消费者信任转移与渠道迁徙行为理论模型,运用Agent仿真建模方法,对网络消费者进行抽象,从复杂适应系统理论的角度,分析双渠道背景下消费者渠道迁徙行为。研究发现,消费者渠道信任倾向、消费者可接触人数对于网络渠道的消费者有较大影响;时间因素会大幅度地刺激实体渠道消费者购买,同时调整渠道间价格比会影响消费者的渠道选择。当价格比相等时,实体渠道和网络渠道购物方式并无明显差异。本文通过创新性的研究,揭示零售企业消费者信任的发展机理,并探究消费者心理因素和行为结果之间的关系,构建消费者信任转移和渠道迁徙行为理论模型,将拓展和深化对实体和网络零售的研究,为零售企业竞争优势的获取与提升以及零售业的持续发展提供理论依据,是本研究重要的理论和实际价值所在。
[Abstract]:In recent years, with the development of network economy, the consumption channels gradually present a diversified trend, offline consumption becomes a trend to online consumption, and the coordination between physical retail and online retailing becomes the development trend of retail enterprises in the future. Consumers frequently switch between physical channels and network channels, enjoying the fun brought by the development of information technology and electronic commerce. The cooperative development of two channels provides a wider and more convenient space for consumer purchasing behavior. Compared with a single channel, the consumer shopping process is more complex and changeable, and consumer behavior presents new characteristics. Combined with Nicosia model and TRA theory, this paper analyzes the forming factors of consumer trust under the background of dual channels. Based on this, the dynamic transfer analysis of consumer trust is carried out, and the path of consumer trust transfer is constructed, which is divided into two categories: inter-channel trust transfer and intra-channel trust transfer. Then, from consumer psychological analysis to consumer behavior result analysis, the relationship between consumer trust transfer and channel migration behavior is explored, and the theoretical model of consumer trust transfer and channel migration behavior is constructed, and the Agent simulation modeling method is used. From the angle of complex adaptive system theory, the migration behavior of consumers under the background of double channels is analyzed. It is found that the tendency of consumer channel trust and the number of consumers can be contacted have great influence on the consumers of network channel. The time factor will greatly stimulate the real channel consumers to buy, at the same time, adjusting the price ratio between channels will affect the channel choice of consumers. When the price ratio is equal, there is no obvious difference between the physical channel and the network channel. Through innovative research, this paper reveals the development mechanism of consumer trust in retail enterprises, probes into the relationship between consumer psychological factors and behavioral results, and constructs a theoretical model of consumer trust transfer and channel migration behavior. It will expand and deepen the research on entity and network retailing, and provide the theoretical basis for the acquisition and promotion of retail enterprises' competitive advantage and the sustainable development of retailing, which is the important theoretical and practical value of this study.
【学位授予单位】：北京工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F713.55

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