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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。
This study proposes a model of channel switching resistance to agricultural product purchasing. The analysis first confirms the intermediary role of channel switching costs in consumer channel switching decision-making mechanism and the implicit control characteristics of individual inherent inertia. Secondly, the consumer’s dependence on offline, the level of online involvement in channel switching costs, In addition, there is a positive or negative impact on the conversion boycott. In addition, two groups of people with different levels of delay and leader in online channels are identified and analyzed. The results show that the delay in the use of channel habits, higher conversion costs together to improve their channel resistance to boycott. Therefore, in the online promotion of agricultural products, marketers should reduce the negative impact of consumers’ offline channel attachment and channel switching costs through marketing design to improve the positive impact of online channel involvement. All these will help delay the channel diversion when purchasing agricultural products and lay a solid foundation for opening up the e-retail market for agricultural products.