农产品购买中消费者的渠道转换障碍研究——以渠道转换成本为核心的分析框架

发布时间：2018-03-21 13:38

  本文选题：农产品营销　切入点：渠道转换　出处：《农业技术经济》2017年08期 　论文类型：期刊论文

【摘要】：本研究提出了农产品购买的渠道转换抵制模型。分析首先证实了渠道转换成本在消费者渠道转换决策机制中的中介作用,以及个人固有惯性的内隐控制特征;其次,消费者的线下依赖程度、线上涉入水平对于渠道转换成本、渠道转换抵制分别存在正向或负向影响;另外,对于线上渠道有不同接受度的延迟者、领先者的两类人群进行了决策差异的辨识分析。结果显示,延迟者的渠道利用习惯、较高的转换成本共同提高了自身的渠道转换抵制。因此,在农产品线上推广中,营销者应当通过营销设计减少消费者的线下渠道依附、渠道转换成本的负面影响,提高线上渠道涉入的正面影响。这些都有利于推动延迟者在购买农产品时的渠道转移,从而为农产品开辟电子零售市场打下坚实基础。
[Abstract]:In this study, the channel conversion resistance model of agricultural products purchase is put forward. Firstly, the analysis proves the intermediary role of channel switching cost in the decision-making mechanism of consumer channel conversion, and the inherent implicit control characteristics of individual inertia. The degree of consumers' offline dependence, the level of online involvement has a positive or negative impact on channel switching costs, and channel resistance has a positive or negative impact; in addition, for those who have different acceptance of online channels, The results show that the channel utilization habits of the delayed users and the higher conversion costs increase their resistance to channel conversion. Therefore, in the agricultural product line promotion, the difference between the two groups of people in decision making is identified and analyzed, and the results show that the delay person's channel utilization habit and high conversion cost increase their resistance to channel conversion together. Marketers should reduce consumers' offline channel attachment through marketing design, negative impact of channel conversion costs, and increase the positive impact of online channel involvement. Thus for agricultural products to open up electronic retail market lay a solid foundation.
【作者单位】： 浙江科技学院经管学院;
【基金】：2014—2019年浙江科技学院优青项目 2016年浙江科技学院安吉对接专项(编号:2016DJAJ02)
【分类号】：F323.7;F713.55
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本文编号：1644086