移动购物模式及渠道差异研究——以电子书购买为例
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摘要
随着电商行业步入调整期,移动购物已成为电子商务重要的增长点,并且电子阅读作为电商新兴领域发展迅猛。移动购物环境与传统的PC购物环境存在明显的差别,移动购物对购买模式的潜在影响和改变并没有得到学界的足够重视。为了延伸这一理论边界,本文以34034条电子书月度购买数据为样本,详细探讨了移动购物对单期购买数量、购买均价、购买频率的影响。实证结果显示,移动购物呈现"小而频"的模式,与PC端相比,单期购买数量和均价较低,但频率较高。同时,电子书销量负向调节了这一关系,高销量电子书一定程度上拉升了移动购买均价。出乎意料的是,从阅读渠道方面来看,前期投入资金购买阅读器的用户并非电子书市场的"高价值用户",相反,使用免费阅读渠道的用户电子书总消费额更高。研究结论丰富了移动互联网环境下的消费者行为理论,对电子商务企业的零售实践具有重要的管理启示。
With the adjustment of e-commerce industry, mobile buying has become an important growth point of e-commerce, and e-reading, as an emerging field of e-commerce, has developed rapidly. Mobile buying context is significantly different from the traditional PC shopping context. The potential impact of mobile buying on the purchase pattern has not received enough attention from academia. In order to extend this theoretical boundary, this article provide a detailed discussion about the impact of mobile buying on the quantity, average price and frequency of purchase based on 34,034 monthly e-book purchase data. The empirical results show that mobile buying has a "small and frequent" pattern, with smaller purchase quantity at a time, lower average price and higher purchase frequency compared with PC buying. At the same time, e-book sales negatively moderate the relationship between mobile buying and average price; to some degree the high sales of e-books pull up the average price of mobile buying. Surprisingly, from the perspective of reading channel, the users who invested money in purchasing reading device at the early stage are not "high-value users" in the e-book market. On the contrary, the total e-book consumption amount of users who use free reading platforms are higher. The research conclusions enrich the mobile buying behavior theories and have great managerial implications for ecommerce companies.
With the adjustment of e-commerce industry, mobile buying has become an important growth point of e-commerce, and e-reading, as an emerging field of e-commerce, has developed rapidly. Mobile buying context is significantly different from the traditional PC shopping context. The potential impact of mobile buying on the purchase pattern has not received enough attention from academia. In order to extend this theoretical boundary, this article provide a detailed discussion about the impact of mobile buying on the quantity, average price and frequency of purchase based on 34,034 monthly e-book purchase data. The empirical results show that mobile buying has a "small and frequent" pattern, with smaller purchase quantity at a time, lower average price and higher purchase frequency compared with PC buying. At the same time, e-book sales negatively moderate the relationship between mobile buying and average price; to some degree the high sales of e-books pull up the average price of mobile buying. Surprisingly, from the perspective of reading channel, the users who invested money in purchasing reading device at the early stage are not "high-value users" in the e-book market. On the contrary, the total e-book consumption amount of users who use free reading platforms are higher. The research conclusions enrich the mobile buying behavior theories and have great managerial implications for ecommerce companies.
引文
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[10]GHOSE A, AVI G, SANG P H. How is the mobileinternet different? search costs and local activities[J].Information systems research,2013,24(3).
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[13]URSU R M. The power of rankings:quantifying theeffect of rankings on online consumer search andpurchase decisions[J].Marketing science,2018,37(4):530-552.
[14]SUN H A. Longitudinal study of herd behavior in theadoption and continued use of technology[J].MISquarterly,2013,37(4):1013-1041.
[15]汪明远,赵学锋.消费者调节定向和从众行为对移动优惠券使用意愿的影响研究[J].管理学报,2015,12(7):1045-1050.
[16]XU K, CHAN J, GHOSE A, et al. Battle of thechannels:the impact of tablets on digital commerce[J].Management science,2016,63(5).
[17]HEATH C, SOLLJ B. Mental budgeting and consumerdecisions[J]. Journal of consumer research,1996,23(1):40-52.
[18]THALER R H. Toward a positive theory of consumerchoice[J]. Journal of economic behavior and organiza-tion,1980,1(1):39-60
[2]艾瑞咨询.2018年中国数字阅读行业研究报告[R].[2018.08.10]. http://report.iresearch.cn/report/201808/3255.shtml.
[3]GHOSE A, HAN S P. An empirical analysis of usercontent generation and usage behavior on the mobileinternet[J].Management science,2011,57(9).
[4]HUANG L, LU X H, BA S L. An empirical study ofthe cross-channel effects between web and mobileshopping channels[J].Information&management,2016,53(2):265-278.
[5]ANDREWS M, XUEMING L, ZHENG F, et al.Mobile ad effectiveness:hyper-contextual targeting withcrowdedness[J].Marketing science.2016,35(2):218-233.
[6]FONG N M, ZHENG F, XUEMING L. Geo-conquesting:competitive locational targeting of mobilepromotions[J]. Journal of marketing research,2015,52(5):726-735.
[7]WANG R J, MALTHOUSE E C, KRISHNA-MURTHI L. On the go:how mobile shopping affectscustomer purchase behavior[J]. Journal of retailing.2015,91(2):217-234.
[8]GHOSE A, PARK S H. The negative impact of mobiledevices on niche product consumption[C].Thirty fourthinternational conference on information systems,Milan,2013.
[9]王崇,吴价宝,王延青.移动电子商务下交易成本影响消费者感知价值的实证研究[J].中国管理科学,2016,24(8):98-106.
[10]GHOSE A, AVI G, SANG P H. How is the mobileinternet different? search costs and local activities[J].Information systems research,2013,24(3).
[11]BLOCH P H, RICHINS M L. A theoretical model forthe study of product importance perceptions[J]. Journalof marketing,1983,47(3):69-81.
[12]APSLER R, SEARS D O. Warning, personalinvolvement, and attitude change[J]. Journal ofPersonality and social psychology,1968,9(2):162-166.
[13]URSU R M. The power of rankings:quantifying theeffect of rankings on online consumer search andpurchase decisions[J].Marketing science,2018,37(4):530-552.
[14]SUN H A. Longitudinal study of herd behavior in theadoption and continued use of technology[J].MISquarterly,2013,37(4):1013-1041.
[15]汪明远,赵学锋.消费者调节定向和从众行为对移动优惠券使用意愿的影响研究[J].管理学报,2015,12(7):1045-1050.
[16]XU K, CHAN J, GHOSE A, et al. Battle of thechannels:the impact of tablets on digital commerce[J].Management science,2016,63(5).
[17]HEATH C, SOLLJ B. Mental budgeting and consumerdecisions[J]. Journal of consumer research,1996,23(1):40-52.
[18]THALER R H. Toward a positive theory of consumerchoice[J]. Journal of economic behavior and organiza-tion,1980,1(1):39-60
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