多渠道融合对消费者重复购买意愿的影响研究
发布时间：2019-02-08 19:53
【摘要】：随着国内电子商务的快速发展及逐步成熟,越来越多的传统企业开始执行多渠道策略。即既有线下实体店,同时也有线上渠道。同时对于纯线上起家的企业来说,也面临着当品牌壮大后,是否要执行多渠道的考量。多渠道必然会导致一定的渠道冲突,企业执行多渠道一定对企业有利吗?以往的研究证明了多渠道企业可以增加企业绩效,但比较少从消费者层面做研究。随着020模式的兴起,越来越多的企业开始尝试线上线下结合,以期带给用户更好的购物体验。本文试图从消费者的角度来探讨,对于多渠道企业,进行渠道融合会对消费者造成什么样的影响,是否会对用户的重复购买意愿产生影响。本文在回顾了多渠道、多渠道融合、用户自我创新意识和消费者重复购买意愿的文献的基础上,选取了适合中国国情的渠道融合量表,构建了本文的理论模型。并基于移动技术的广泛应用,提出了渠道融合对消费者重复购买意愿正向影响的假设,并且用户创新意识在二者之间起调节作用。本文通过调查问卷,对上述假设进行了验证。本文的研究结果表明,交易信息融合、订单融合和服务融合会对消费者重复购买意愿产生正向影响。且服务融合对重复购买意愿的影响最大,交易信息融合次之,订单融合对重复购买意愿的影响最小,产品和价格融合对重复购买意愿不起作用。用户自我创新意识对订单融合与重复购买意愿起到调节作用,对交易信息融合、产品和价格融合、服务融合和用户重复购买意愿的关系调节不起作用。
[Abstract]:With the rapid development and maturity of domestic e-commerce, more and more traditional enterprises begin to implement multi-channel strategy. That is, the existing cable under the physical store, but also wired on the channel. At the same time, the pure line of starting enterprises, but also faced when the brand growth, whether to implement multi-channel considerations. Multi-channel will inevitably lead to a certain channel conflict, enterprise implementation of multi-channel must be beneficial to the enterprise? Previous studies have proved that multi-channel firms can increase corporate performance, but less research is done from the consumer level. With the rise of 020 model, more and more enterprises try to combine online and offline, in order to bring users a better shopping experience. This paper attempts to explore from the consumer's point of view, for multi-channel enterprises, channel integration will cause what kind of impact on consumers, whether it will have an impact on the user's desire to buy repeatedly. On the basis of reviewing the literature of multi-channel, multi-channel integration, user's self-innovation consciousness and consumer's repeated purchase intention, this paper selects the channel fusion scale which is suitable for China's national conditions, and constructs the theoretical model of this paper. Based on the extensive application of mobile technology, the hypothesis that channel fusion has a positive effect on consumers' willingness to buy repeatedly is proposed, and the innovation consciousness of users plays a role in regulating the relationship between the two. In this paper, the above hypothesis is verified by questionnaire. The results show that transaction information fusion, order fusion and service fusion have a positive effect on consumers' repeated purchase intention. The service fusion has the greatest influence on the repeated purchase intention, the transaction information fusion takes the second place, the order fusion has the least influence on the repeated purchase intention, and the product and price fusion has no effect on the repeated purchase intention. The self-innovation consciousness of users can regulate the relationship between order fusion and repeated purchase intention, but it can not regulate the relationship between transaction information fusion, product and price fusion, service integration and repeated purchase intention.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55
本文编号：2418737
[Abstract]:With the rapid development and maturity of domestic e-commerce, more and more traditional enterprises begin to implement multi-channel strategy. That is, the existing cable under the physical store, but also wired on the channel. At the same time, the pure line of starting enterprises, but also faced when the brand growth, whether to implement multi-channel considerations. Multi-channel will inevitably lead to a certain channel conflict, enterprise implementation of multi-channel must be beneficial to the enterprise? Previous studies have proved that multi-channel firms can increase corporate performance, but less research is done from the consumer level. With the rise of 020 model, more and more enterprises try to combine online and offline, in order to bring users a better shopping experience. This paper attempts to explore from the consumer's point of view, for multi-channel enterprises, channel integration will cause what kind of impact on consumers, whether it will have an impact on the user's desire to buy repeatedly. On the basis of reviewing the literature of multi-channel, multi-channel integration, user's self-innovation consciousness and consumer's repeated purchase intention, this paper selects the channel fusion scale which is suitable for China's national conditions, and constructs the theoretical model of this paper. Based on the extensive application of mobile technology, the hypothesis that channel fusion has a positive effect on consumers' willingness to buy repeatedly is proposed, and the innovation consciousness of users plays a role in regulating the relationship between the two. In this paper, the above hypothesis is verified by questionnaire. The results show that transaction information fusion, order fusion and service fusion have a positive effect on consumers' repeated purchase intention. The service fusion has the greatest influence on the repeated purchase intention, the transaction information fusion takes the second place, the order fusion has the least influence on the repeated purchase intention, and the product and price fusion has no effect on the repeated purchase intention. The self-innovation consciousness of users can regulate the relationship between order fusion and repeated purchase intention, but it can not regulate the relationship between transaction information fusion, product and price fusion, service integration and repeated purchase intention.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55
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