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移动购物已经成为电子商务发展的新趋势,但传统成功的电子商务模式并不能直接复制到移动情境中。基于分类理论,本研究构建了3个因素用于解释在“web-移动”服务延伸的情境中消费者的评价和行为意愿,这3个因素分别是:对来源的评价、对目标的评价、以及对来源和目标关系的评价。我们力图解答以下2个问题:消费者对来源的评价(例如web的服务质量)是否会影响到他们对目标的评价(感知的移动服务质量和沉浸体验)?来源和目标的关系(感知web-移动服务的一致性)如何影响消费者对目标的评价,如何影响消费者的移动购物意愿?根据以上思路,我们建立了结构方程模型,除借鉴先前学者的研究设计了“感知信息的一致性”、“web服务质量”、“移动服务的沉浸体验”、“感知移动服务质量”4个变量外,还发展了“感知系统的一致性”这个变量用来调查消费者的移动购物意愿。针对以上变量我们设计了20个问题的问卷,多途径邀请京东商城的移动购物用户参与调查,并针对回收的277份有效问卷的数据进行了实证研究。研究结果表明:消费者对web渠道服务质量的评价正向影响其对移动渠道的感知服务质量和沉浸体验。研究还发现感知Web-移动渠道的信息一致性显著影响消费者对移动渠道的感知服务质量和沉浸体验,进而显著影响消费者的移动购物行为。我们的研究不仅为将来的多渠道研究提供了更多的思路,同时也建议商家在进行多渠道经营时,应在保障服务质量的同时保持渠道间提供信息的一致性。
Mobile shopping has become a new trend in the development of e-commerce, but the traditional successful e-commerce model can not be copied directly into the mobile context. Based on the classification theory, this study constructed three factors to explain the consumer’s evaluation and behavioral willingness in the context of the “web-mobile” service extension: the evaluation of the source, the evaluation of the target Evaluation, and evaluation of the relationship between source and target. We try to answer the following two questions: Do consumer evaluations of sources (such as the quality of service of the web) affect their assessment of goals (perceived quality of mobile services and immersive experiences)? Source and target relationships (perceived web- How to influence the consumer’s evaluation of the target and how to influence the mobile shopping intention of consumers? According to the above ideas, we set up a structural equation model, in addition to drawing on the study of previous scholars to design the “perceived consistency of information ”Web service quality “, ”mobile service immersive experience “, ”perceived mobile service quality “ four variables, but also developed ”perceived system consistency " this variable is used Investigate consumer mobile shopping will. In response to the above variables, we designed a questionnaire of 20 questions, invited many mobile shopping users of Jingdong Mall to participate in the survey through multiple channels, and conducted empirical research on the data of 277 valid questionnaires collected. The research results show that consumers’ evaluation of the service quality of web channel positively influences the perceived service quality and immersion experience of mobile channel. The study also found that perceived Web-mobile channel information consistency significantly affects consumer perceived quality of service and immersive experience on mobile channels, which in turn significantly affects consumers’ mobile shopping behavior. Our research not only provides more ideas for future multi-channel research, but also suggests that businesses should maintain the quality of service while maintaining the consistency of information provided by channels while conducting multi-channel operations.