基于体验角度的消费者购物渠道选择决策意向研究
发布时间：2018-08-25 11:38
【摘要】：消费者购物渠道选择决策意向是消费者购物渠道选择决策的主要依据。在体验经济的背景下,如何从体验的角度分析消费者对购物渠道的选择具有重要意义,是众多企业建设渠道和拓展渠道的重要依据。 本文在对消费者购物渠道选择决策意向的国内外文献进行研究后,确定将计划行为理论(TPB)和技术接受理论(TAM)作为本文研究的理论基础。为了更科学全面地考虑影响消费者购物渠道选择决策意向的因素,本文分别考虑搜索型产品和体验型产品两种不同类型商品,首先构建消费者购物渠道选择的理论综合模型： (1)分别建立消费者购物渠道选择决策意向的计划行为理论模型和技术接受模型； (2)综合计划行为理论模型和技术接受模型构建影响消费者购物渠道选择决策意向的内部综合模型； (3)加入个人属性和网络行为属性,构建消费者购物渠道选择决策意向的综合模型。 然后设计问卷,利用问卷调查的形式收集数据并进行数据和问卷信度效度的检验。最后,依据理论模型构建的思路,对消费者购物渠道选择意向进行实证研究,利用结构方程模型探索消费者购物渠道选择与其因素之间的相互影响关系与作用机制,为企业建设和拓展渠道奠定理论基础。通过以上的分析和建模过程,本文主要得到了以下几个结论： (1)计划行为理论(TPB)和技术接受模型(TAM)对消费者购物渠道选择决策意向有较好的解释能力,利用结构方程模型对影响因素和消费者购物渠道选择决策意向之间的因果关系进行探讨也是可行的；(2)消费者购物渠道选择的影响因素可以被分成内部因素和外部因素两个部分；(3)在实证研究中发现TPB和TAM的综合模型比单独的模型能够更好地解释消费者购物渠道选择意向,包括选择态度在内的七个内部影响因素均对消费者购物渠道选择决策意向有着正向的影响。另外,个人属性和网络行为属性是通过影响消费者购物渠道选择的态度间接地影响消费者购物渠道选择决策意向。基于以上结论,本文从心理因素和外部环境因素等方面为企业建设和拓展营销渠道提供了相应的意见和建议。
[Abstract]:The decision intention of consumer shopping channel choice is the main basis of consumer shopping channel choice decision. Under the background of experience economy, how to analyze consumers' choice of shopping channels from the perspective of experience is of great significance, which is an important basis for many enterprises to build and expand channels. After studying the domestic and foreign literature on the decision intention of consumer shopping channel choice, this paper determines that the theory of planning behavior (TPB) and technical acceptance theory (TAM) are the theoretical basis of this paper. In order to consider more scientifically and comprehensively the factors that affect the decision intention of consumers' choice of shopping channels, this paper considers two different types of goods, search products and experiential products, respectively. Firstly, the theoretical synthesis model of consumer shopping channel choice is constructed: (1) the planning behavior theory model and technology acceptance model of consumer shopping channel choice decision intention are established respectively; (2) the integrated planning behavior model and the technology acceptance model are used to construct the internal comprehensive model which affects the decision intention of the consumer's shopping channel selection; (3) to add the personal attribute and the network behavior attribute. Build a comprehensive model of consumer shopping channel choice decision intention. Then the questionnaire was designed to collect data and test the reliability and validity of the questionnaire. Finally, according to the idea of constructing the theoretical model, this paper makes an empirical study on the consumers' shopping channel choice intention, and explores the interaction and mechanism between the consumer shopping channel choice and its factors by using the structural equation model. Establish the theoretical foundation for the enterprise construction and expand the channel. Through the above analysis and modeling process, this paper mainly obtains the following conclusions: (1) the planning behavior theory (TPB) and the technical acceptance model (TAM) have better explanation ability to the consumer shopping channel choice decision intention; It is also feasible to use the structural equation model to study the causal relationship between the influencing factors and the decision intention of consumers' shopping channel selection. (2) the influencing factors of consumer shopping channel selection can be divided into two parts: internal factor and external factor. (3) in the empirical study, the comprehensive model of TPB and TAM can better explain the choice intention of consumer shopping channel than the single model. Seven internal influencing factors, including selection attitude, have a positive effect on the decision intention of consumer shopping channel selection. In addition, the personal attribute and the network behavior attribute influence the consumer shopping channel choice decision intention indirectly through the influence consumer shopping channel choice attitude. Based on the above conclusions, this paper provides the corresponding opinions and suggestions for the construction and expansion of marketing channels in terms of psychological factors and external environmental factors.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.1;F713.55;F224
本文编号：2202765
[Abstract]:The decision intention of consumer shopping channel choice is the main basis of consumer shopping channel choice decision. Under the background of experience economy, how to analyze consumers' choice of shopping channels from the perspective of experience is of great significance, which is an important basis for many enterprises to build and expand channels. After studying the domestic and foreign literature on the decision intention of consumer shopping channel choice, this paper determines that the theory of planning behavior (TPB) and technical acceptance theory (TAM) are the theoretical basis of this paper. In order to consider more scientifically and comprehensively the factors that affect the decision intention of consumers' choice of shopping channels, this paper considers two different types of goods, search products and experiential products, respectively. Firstly, the theoretical synthesis model of consumer shopping channel choice is constructed: (1) the planning behavior theory model and technology acceptance model of consumer shopping channel choice decision intention are established respectively; (2) the integrated planning behavior model and the technology acceptance model are used to construct the internal comprehensive model which affects the decision intention of the consumer's shopping channel selection; (3) to add the personal attribute and the network behavior attribute. Build a comprehensive model of consumer shopping channel choice decision intention. Then the questionnaire was designed to collect data and test the reliability and validity of the questionnaire. Finally, according to the idea of constructing the theoretical model, this paper makes an empirical study on the consumers' shopping channel choice intention, and explores the interaction and mechanism between the consumer shopping channel choice and its factors by using the structural equation model. Establish the theoretical foundation for the enterprise construction and expand the channel. Through the above analysis and modeling process, this paper mainly obtains the following conclusions: (1) the planning behavior theory (TPB) and the technical acceptance model (TAM) have better explanation ability to the consumer shopping channel choice decision intention; It is also feasible to use the structural equation model to study the causal relationship between the influencing factors and the decision intention of consumers' shopping channel selection. (2) the influencing factors of consumer shopping channel selection can be divided into two parts: internal factor and external factor. (3) in the empirical study, the comprehensive model of TPB and TAM can better explain the choice intention of consumer shopping channel than the single model. Seven internal influencing factors, including selection attitude, have a positive effect on the decision intention of consumer shopping channel selection. In addition, the personal attribute and the network behavior attribute influence the consumer shopping channel choice decision intention indirectly through the influence consumer shopping channel choice attitude. Based on the above conclusions, this paper provides the corresponding opinions and suggestions for the construction and expansion of marketing channels in terms of psychological factors and external environmental factors.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.1;F713.55;F224
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