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网络技术的发展推动了实体零售与线上渠道的融合,由此,O2O模式正在成为一种主流商业模式。研究顾客的渠道选择行为对多渠道零售商有重要的参考价值,将顾客购物全过程分为购前、购中、购后三个阶段,从商品质量、顾客及渠道三个方面对TAM模型进行扩展,建立顾客购物全过程的渠道选择模型。对采用多渠道购物的395名顾客进行问卷调查表明,商品质量的可感知性、安全性和经济性,顾客的购物动机和网络涉入度会显著影响顾客在购前和购中阶段选择线上渠道,但对购后阶段线上渠道的选择影响不显著;顾客的感知风险对购物全过程中的线上渠道有负向影响;渠道的有用性在购物三个阶段都对线上渠道有正向影响,而易用性仅在购前阶段正向影响线上渠道。
The development of network technology has promoted the integration of physical retail and online channels. As a result, the O2O model is becoming a mainstream business model. Research on customer’s channel selection behavior has important reference value to multi-channel retailers. The whole process of customer shopping is divided into three stages: pre-purchase, post-purchase and post-purchase. The TAM model is carried out from the aspects of product quality, customers and channels Expand, establish the whole process of customer shopping channel selection model. A questionnaire survey of 395 customers using multi-channel shopping shows that the perceived quality, safety and economy of the product quality, the motivation of the customer’s shopping, and the network involvement will significantly affect the customer selection online before and during the purchase phase However, the influence on the choice of online channels during the post-purchase phase is insignificant. The perceived risk of customers has a negative impact on the online channels in the whole process of shopping. The usefulness of channels is positive for online channels in all three stages of shopping , While ease of use positively affects the online channel only in the pre-purchase phase.