消费者跨渠道购买行为形成机理及其调控策略研究

发布时间：2018-04-25 02:11

本文选题：跨渠道购买行为 + 多渠道消费者　；参考：《中国矿业大学》2016年博士论文

【摘要】：随着互联网的日益渗透,传统渠道和网络渠道结合的多渠道零售模式日益成为全球零售业的现实选择,多渠道零售开创了消费者跨渠道购买行为这种新兴的购物模式。消费者跨渠道购买行为是指多渠道环境下,消费者基于效益最大化原则,在购买决策过程的不同阶段运用不同渠道的行为。该行为对于企业来说既是机会又是问题,机会在于企业将线上搜索信息的顾客带到线下来,能够带动线下产品的消费,提升企业跨渠道销售的业绩。然而,在消费者跨渠道购买过程中,企业也会流失潜在顾客,如消费者在传统渠道享受试穿服务和个性化建议,但却通过网络渠道购买,严重挫伤了传统渠道服务人员的积极性。因而,如何引导消费者向有利于企业的渠道迁移成为多渠道顾客管理亟待解决的重要问题。现有消费者跨渠道购买行为的国内外研究,多数停留在探究消费者、渠道、产品等因素对消费者跨渠道购买行为的外部影响,尚缺乏从搜索信息和产品购买两阶段消费者渠道选择的内在决策机制出发探究消费者跨渠道购买行为的内在形成机理。基于此,本文旨在揭示消费者跨渠道购买行为的内在形成机理,探究鼓励或削减消费者跨渠道购买行为的有效策略。首先,本研究在文献综述的基础上,明确界定了消费者跨渠道购买行为的定义和路径,界定了研究范围,基于理性行为理论、感知价值理论和信任转移理论,分析了消费者搜索信息和购买两阶段渠道选择行为,形成了消费者搜索信息和产购买两阶段渠道选择理论框架,进而推演出消费者跨渠道购买行为的三个驱动因素:基于渠道属性的决策机制、缺乏渠道内锁定、渠道间协同,并创新性地引入产品搜索性和风险性,构建了消费者跨渠道购买行为形成机理概念模型。其次,分析了消费者跨渠道购买行为形成机理概念模型中各变量的维度构成,进而列出了消费者搜索信息和购买两阶段的渠道态度联立方程模型和渠道选择Logit模型;再次,基于文献研究开发了消费者渠道态度和渠道选择理论模型中各变量的测量量表,通过专家访谈和预测试修正量表,进而发放问卷采集数据,在对样本数据进行信度和效度分析的基础上,运用Stata12.0估计出了产品类别总体和购买高风险搜索产品、低风险搜索产品、高风险体验产品和低风险体验产品时,消费者渠道态度模型中各参数以及消费者渠道选择模型中各参数。最后,运用估计出的消费者渠道态度和渠道选择模型诊断了消费者跨渠道购买行为的程度,解释了基于渠道属性的决策机制、渠道内锁定和渠道间协同对消费者跨渠道购买行为的作用机制,分析了产品搜索性、风险性对消费者跨渠道购买行为程度和路径的影响,进而运用高风险搜索产品的渠道态度和渠道选择模型,模拟了调节渠道属性、渠道内锁定和渠道间协同策略下消费者搜索信息和产品购买的渠道选择,评价了每一调控策略对消费者跨渠道购买行为程度的影响,进而提出了鼓励或削减消费者跨渠道购买行为的具体策略。研究发现:首先,消费者网络渠道搜索信息传统渠道购买是最普遍的跨渠道购买行为模式,基于渠道属性的决策机制、缺乏渠道内锁定和渠道间协同三个机制都起作用。这是因为:(1)网络渠道相对于传统渠道强的搜索属性优势和传统渠道相对于网络渠道强的购买属性优势;(2)网络渠道非常弱的渠道内锁定机制;(3)网络渠道搜索实体渠道购买之间的强的渠道间协同性。其次,产品搜索性和风险性显著消费者跨渠道购买行为。对于高风险搜索产品和高风险体验产品,消费者发生跨渠道购买的比例远高于低风险搜索产品和低风险体验产品,说明产品的风险性越强,消费者越容易发生跨渠道购买行为。对于高风险搜索产品,消费者主要发生了网络渠道搜索产品信息传统渠道购买的跨渠道购买行为模式,而对于高风险体验产品,消费者网络渠道搜索产品信息传统渠道购买和传统渠道搜索产品信息网络渠道购买两条跨渠道购买路径。另外,本研究还发现,产品搜索性和风险性通过调节消费者渠道态度影响消费者渠道选择,进而影响消费者跨渠道购买行为。四种产品类别特征下,消费者感知渠道属性、渠道内锁定性、渠道间协同性存在明显差异。总体而言,本研究揭示了基于渠道属性的决策机制、缺乏渠道内锁定和渠道间协同对消费者跨渠道购买行为的作用机理,分析了产品搜索性和风险性对消费者跨渠道购买行为程度和路径的调节机理。本文的理论贡献在于:第一,引入产品搜索性、风险性来研究消费者跨渠道购买行为形成机理,填补了产品特征对消费者跨渠道购买行为影响研究的空白。第二,构建了一个多渠道环境下基于搜索信息和产品购买两阶段的消费者渠道选择理论框架,揭示了渠道与渠道之间的内在关系,搜索信息和产品购买之间的动态联系。第三,进一步将渠道属性细分为搜索属性、购买属性,凝练了搜索属性和购买属性包含的内容。此外,文章还提出了鼓励或削减消费者跨渠道购买行为的具体策略,以期为企业有的放矢地建设渠道、增强顾客粘性和有效管理多渠道顾客提供实践指导。
[Abstract]:With the increasing penetration of the Internet, the multi-channel retail model combined with traditional channels and network channels has increasingly become the realistic choice of the global retail industry. Multichannel retail opens the emerging shopping model of consumers' cross channel purchase behavior. Consumers' cross channel purchase behavior refers to the maximization of the efficiency of consumers under the multi-channel environment. The principle is to use different channels of behavior at different stages of the purchase decision process. This behavior is both an opportunity and a problem for the enterprise. The opportunity is that the enterprise brings the online search information to the line, drives the offline product consumption and improves the performance of the enterprise's cross channel sales. Enterprises also lose potential customers, such as consumers in traditional channels to enjoy trial service and personalized advice, but purchase through network channels, seriously bruising the enthusiasm of traditional channel service personnel. Therefore, how to guide consumers to facilitate the transfer of channels to enterprises has become an important problem to be solved urgently. The domestic and foreign research on the cross channel purchase behavior of existing consumers mostly stays in exploring the external influence of consumers, channels, products and other factors on consumers' cross channel purchase behavior. There is still a lack of internal decision-making mechanism from the two stages of consumer channel selection of search information and product purchase to explore the intrinsic quality of consumers' cross channel purchase behavior. Based on this, this paper aims to reveal the internal formation mechanism of consumers' cross channel purchase behavior and explore the effective strategies to encourage or reduce consumers' cross channel purchase behavior. First, on the basis of the literature review, this study clearly defines the definition and path of consumers' cross channel purchase line, defines the scope of the study and is based on the theory. The theory of sexual behavior, perceived value theory and trust transfer theory, analyze consumer search information and purchase two channel choice behavior, and form the theoretical framework of two channel selection of consumer search information and production and purchase, and then push the three driving factors of consumers' cross channel purchase behavior: the decision-making mechanism based on channel attributes. In the absence of channel locking, cooperation between channels, and innovative introduction of product search and risk, a conceptual model for the formation mechanism of consumers' cross channel purchase behavior is constructed. Secondly, the dimensions of the variables in the conceptual model of the formation mechanism of consumers' cross channel purchase behavior are analyzed, and then the consumer search information and purchase two are listed. The channel attitude simultaneous equation model and the channel selection Logit model. Thirdly, based on the literature research, the measurement scale of the variables in the theoretical model of consumer channel attitude and channel selection is developed. Through expert interview and forecast revision scale, the questionnaire collection data are issued, and the reliability and validity of the sample data are analyzed. On the basis of Stata12.0, the parameters of the consumer channel attitude model and the parameters in the consumer channel selection model are estimated by using the product category overall and the purchase of high risk search products, low risk search products, high risk experience products and low risk experience products. The selection model diagnoses the extent of consumers' cross channel purchase behavior, explains the decision-making mechanism based on channel attributes, the mechanism of the role of locking and inter channel cooperation on consumers' cross channel purchase behavior, analyzes the effects of product search, risk on the consumer's cross channel purchase behavior and path, and then uses high risk. The channel attitude and channel selection model of the product are searched, the channel attributes are adjusted, and the channel selection of consumer search information and product purchase under channel locking and channel coordination strategy is used. The influence of each regulation strategy on the consumer's cross channel purchase behavior is evaluated, and then it is proposed to encourage or reduce the cross channel purchase of consumers. The research shows that: first, the traditional channel purchase of the consumer network channel search information is the most common cross channel purchase behavior model. The decision mechanism based on channel attributes, lack of channel locking and channel coordination are the three mechanisms. This is because (1) the strong search of the network channel relative to the traditional channel. The advantage of attribute and the strong purchase attribute advantage of the traditional channel relative to the network channel; (2) the network channel is very weak channel locking mechanism; (3) the network channel search entity channel purchase between the strong channel cooperation. Secondly, the product search and the risk significant consumer cross channel purchase behavior. For high risk search products and high In risk experience products, the ratio of consumers to cross channel purchase is much higher than that of low risk search products and low risk experience products. It shows that the higher the risk of the product is, the more the consumer is prone to cross channel purchase behavior. For high risk search products, consumers mainly have a network channel to search the cross channel for the traditional channel purchase of product information. The purchase behavior model, and for high risk experience product, consumer network channel search product information traditional channel purchase and traditional channel search product information network channel purchase two cross channel purchase path. In addition, this study also found that product search and risk through regulating consumer channel attitude influence consumer channel selection. Under the characteristics of four types of product categories, consumer perception channel attributes, channel locking, and channel synergy have obvious differences. In general, this study reveals the decision-making mechanism based on channel attributes, and lacks channel locking and channel coordination for consumer cross channel purchase behavior. The theoretical contribution of this paper is as follows: firstly, the mechanism of product search and risk is introduced to study the formation mechanism of consumers' cross channel purchase behavior, and the impact of product characteristics on consumers' cross channel purchase behavior is filled. Second, a theoretical framework of consumer channel selection based on the two stages of search information and product purchase in a multi-channel environment is constructed, which reveals the internal relationship between channels and channels, and the dynamic connection between search information and product purchase. Third, the channel attributes are further subdivided into search attributes, purchase attributes and condensed matter. In addition, the article also puts forward specific strategies to encourage or reduce consumers' cross channel purchase behavior, in order to provide practical guidance for the enterprise to build the channel, enhance customer stickiness and effectively manage multi-channel customers.

【学位授予单位】：中国矿业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.55

【参考文献】