研究型购物者为何回归离线渠道购买?——基于感知风险和感知成本视角
|
摘要
针对"反展厅"现象,从感知风险和感知成本视角,探究了多渠道零售环境下研究型购物者从在线渠道回归离线渠道购买的行为机制。采用问卷调研方法,运用结构方程模型对样本数据进行了实证研究,结果表明:在线环境下的感知风险和感知成本显著影响离线购买意愿,进而显著影响离线购买行为;在线购买经验显著负向调节了在线感知风险与离线购买意愿之间的关系,而对感知成本与离线购买意愿关系的正向调节效应并不显著;转换成本对离线购买意愿与离线购买行为关系的负向调节效应不显著,对离线购买行为的负向作用显著。因此,多渠道零售商应充分发挥比较优势,积极构建多渠道,培育网络购买信任,在市场细分的基础上优化营销策略,才能有效应对研究型购物者的"渠道搭便车"行为,进而实现渠道保留。
For the"web-rooming"phenomenon,from the perspective of perceived risk and perceived cost,this paper explores the mechanism about the behavior of research shoppers who switch their purchase from online channel to offline channel in the context of multi-channel retail. With the method of survey questionnaire,we apply the Structural Equation Model to the empirical study on the sample data. The research shows the following results. The perceived risk and perceived cost of online environment significantly affect offline purchase intention,and significantly affect offline purchasing behavior. The online purchasing experience has significantly negative adjustment to the relationship between perceived risk and offline purchase intention,while it has not significantly positive effect in adjusting the relationship between perceived cost and offline purchase intention. The switching cost has a significantly negative effect on offline purchase behavior,however,with no significant mediation effect on the relationship between offline purchasing intention and offline purchase behavior. Therefore,multi-channel retailers should give full play to their comparative advantages,actively build the multi-channels,cultivate the online purchase trust,and optimize the marketing strategies based on market segmentation so as to effectively cope with the"channel free rider"behavior of research shoppers and then realize the"channel reservation".
For the"web-rooming"phenomenon,from the perspective of perceived risk and perceived cost,this paper explores the mechanism about the behavior of research shoppers who switch their purchase from online channel to offline channel in the context of multi-channel retail. With the method of survey questionnaire,we apply the Structural Equation Model to the empirical study on the sample data. The research shows the following results. The perceived risk and perceived cost of online environment significantly affect offline purchase intention,and significantly affect offline purchasing behavior. The online purchasing experience has significantly negative adjustment to the relationship between perceived risk and offline purchase intention,while it has not significantly positive effect in adjusting the relationship between perceived cost and offline purchase intention. The switching cost has a significantly negative effect on offline purchase behavior,however,with no significant mediation effect on the relationship between offline purchasing intention and offline purchase behavior. Therefore,multi-channel retailers should give full play to their comparative advantages,actively build the multi-channels,cultivate the online purchase trust,and optimize the marketing strategies based on market segmentation so as to effectively cope with the"channel free rider"behavior of research shoppers and then realize the"channel reservation".
引文
[1]BAALL S V,DACH C. Free and customer retention across retailers channels[J]. Journal of Interactive Marketing,2005,19(2):75-85.
[2] MEHRA A,KUMAR S,RAJU J S. Showrooming and the competition between store and online retailers[J].Social Science Electronic Publishing, 2013, 190(11):29-43.
[3]BAAL S V,DACH C. Free riding and customer retention across retailers’channels[J]. Journal of Interactive Marketing,2010,19(2):75-85.
[4]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016(10):86-94.
[5]董晓舟,晁钢令.多渠道零售企业O2O战略的协同效应研究——基于顾客RFM面板数据的实证分析[J].外国经济与管理,2018(8):71-86.
[6]ANSARI A,MELA C F,NESLIN S A. Customer channel migration[J]. Journal of Marketing Research,2008,45(1):60-76.
[7] HEITZ-SPAHN S. Cross-channel free-riding consumer behavior in a multichannel environment:an investigation of shopping motives,sociodemographics and product categories[J]. Journal of Retailing&Consumer Services,2013,20(6):570-578.
[8] VERHOEF P C,NESLIN S A,VROOMEN B.Multichannel customer management:understanding the research-shopper phenomenon[J]. International Journal of Research in Marketing,2007,24(2):129-148.
[9] CHATTERJEE P. Multiple-channel and crosschannel shopping behavior:role of consumer shopping orientations[J]. Marketing Intelligence and Planning,2010,28(1):9-24.
[10]涂红伟,周星.消费者渠道迁徙行为研究评介与展望[J].外国经济与管理,2011(6):42-49.
[11] BURDIN T. Omni-channel retailing:the brick,click and mobile revolution[EB/OL].[2018-01-05]. http:∥www. cegid. com/retail.
[12]郑丽,赵月皎. O2O商务模式:营销渠道冲突的协调机制研究——基于消费者交易成本视角[J].当代财经,2016(6):76-85.
[13]肇丹丹.线上互动、感知价值与渠道转换意愿的关系研究[J].统计与决策,2015(11):111-114.
[14]郭燕,吴价宝,王崇,等.多渠道零售环境下消费者渠道选择意愿形成机理研究——产品类别特征的调节作用[J].中国管理科学,2018(9):158-169.
[15]王国顺,杨晨.实体与网络零售下消费者渠道迁徙行为模型的构建[J].系统工程,2014(8):92-101.
[16]涂红伟,严鸣.消费者渠道搭便车行为影响因素的研究:体验学习视角[J].经济经纬,2014(2):86-91.
[17]王伟军,王阳,王玉珠,等.移动商务用户个性化推荐采纳行为影响因素的实证研究[J].系统管理学报,2017(5):816-823.
[18] KIM D J,FERRIN D L,RAO H R. Trust and satisfaction,two stepping stones for successful e-commerce relationships:a longitudinal exploration[J]. Information Systems Research,2009,20(2):237-257.
[19]LEE M C. Factors influencing the adoption of internet banking:an integration of TAM and TPB with perceived risk and perceived benefit[J]. Electronic Commerce Research and Application,2009,8(3):130-141.
[20]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009(10):1407-1412.
[21]陆敏玲,曹玉枝,鲁耀斌.基于移动商务特征视角的移动购物用户采纳行为研究[J].情报杂志,2012(9):202-206.
[22]BALLADARES G,MIRALLES F,KENNETT C.The role of perceived risk in online information search and pre-purchase alternative evaluation of products with significant experiential attributes[M]∥KAVOURA A,SAKAS D P,TOMARAS P. Strategic Innovative Marketing, Mykonos:Springer International Publishing. 2017.
[23] JEPSEN A L. Factors affecting consumer use of the internet for information search[J]. Journal of Interactive Marketing,2007,21(3):21-34.
[24]仪星照.连锁超市价格促销工具对消费者购买行为的影响研究[D].重庆:西南大学,2014.
[25]张蓓,黄志平,文晓巍.营销刺激、心理反应与有机蔬菜消费者购买意愿和行为——基于有序Logistic回归模型的实证分析[J].农业技术经济,2014(2):47-56.
[26] MIYAZAKI A D,FERNANDEZ A. Consumer perceptions of privacy and security risks for online shopping[J]. Journal of Consumer Affairs,2001,35(1):27-44.
[27]CASTAEDA J A,MUOZ-LEIVA F. Web acceptance model(WAM):moderating effects of user experience[J]. Information&Management,2007,44(4):384-396.
[28]WEISS A M,ANDERSON E. Converting from independent to employee sales forces:the role of perceived switching costs[J]. Journal of Marketing Research,1992,29(l):101-115.
[29]STAN V,CAMMERER B,CATTAN-JALLET R.Customer loyalty development:the role of switching costs[J]. The Journal of Applied Business Research,2013,29(5):1541-1553.
[30]郭俊辉.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[J].农业技术经济,2017(8):27-38.
[31] ZAUBERMAN G. The intertemporal dynamics of consumer lock-in[J]. Journal of Consumer Research,2003,30(3):405-419.
[32]CHIU H C,HSIEH Y C,ROAN J,et al. The challenge for multichannel service:cross-channel free-riding behavior[J]. Electronic Commerce and Applications,2011,10(2):268-277.
[33] POON W C. Users’adoption of e-banking services:the Malaysian perspective[J]. Journal of Business&Industrial Marketing,2008,23(1):59-69.
[34] MILEY P K. Perceived risk for shopping via the Internet among United States consumers[D]. Donton:Texas Woman’s University,2001.
[35] KLEMPERER P. Markets with consumer switching costs[J]. The Quarterly Journal of Economics,1987,102(2):375-394.
[36] GOLLWITZER P M. Implementation intentions:strong effects of simple plans[J]. American Psychologist,1999,54(7):493-503.
[37] PAVLOU P A,FYGENSON M. Understanding and predicting electronic commerce adoption:an extension of the theory of planned behavior[J]. Mis Quarterly,2006,30(1):115-143.
[38] HOLLOWAY B B,WANG S,PARISH J T. The role of cumulative online purchasing experience in service recovery management[J]. Journal of Interactive Marketing,2005,19(3):255-271.
[39] BURNHAM T A,FRELS J K,MAHAJAN V.Consumer switching costs:a typology,antecedents,and consequences[J]. Journal of the Academy of Marketing Science,2003,31(2):109-126.
[40] JONES M A, REYNOLDS K E,MOTHERSBAUGH D L,et al. The positive and negative effects of switching costs on relational outcomes[J]. Journal of Service Research,2007,9(4):335-355.
[2] MEHRA A,KUMAR S,RAJU J S. Showrooming and the competition between store and online retailers[J].Social Science Electronic Publishing, 2013, 190(11):29-43.
[3]BAAL S V,DACH C. Free riding and customer retention across retailers’channels[J]. Journal of Interactive Marketing,2010,19(2):75-85.
[4]浦徐进,龚磊.消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J].中国管理科学,2016(10):86-94.
[5]董晓舟,晁钢令.多渠道零售企业O2O战略的协同效应研究——基于顾客RFM面板数据的实证分析[J].外国经济与管理,2018(8):71-86.
[6]ANSARI A,MELA C F,NESLIN S A. Customer channel migration[J]. Journal of Marketing Research,2008,45(1):60-76.
[7] HEITZ-SPAHN S. Cross-channel free-riding consumer behavior in a multichannel environment:an investigation of shopping motives,sociodemographics and product categories[J]. Journal of Retailing&Consumer Services,2013,20(6):570-578.
[8] VERHOEF P C,NESLIN S A,VROOMEN B.Multichannel customer management:understanding the research-shopper phenomenon[J]. International Journal of Research in Marketing,2007,24(2):129-148.
[9] CHATTERJEE P. Multiple-channel and crosschannel shopping behavior:role of consumer shopping orientations[J]. Marketing Intelligence and Planning,2010,28(1):9-24.
[10]涂红伟,周星.消费者渠道迁徙行为研究评介与展望[J].外国经济与管理,2011(6):42-49.
[11] BURDIN T. Omni-channel retailing:the brick,click and mobile revolution[EB/OL].[2018-01-05]. http:∥www. cegid. com/retail.
[12]郑丽,赵月皎. O2O商务模式:营销渠道冲突的协调机制研究——基于消费者交易成本视角[J].当代财经,2016(6):76-85.
[13]肇丹丹.线上互动、感知价值与渠道转换意愿的关系研究[J].统计与决策,2015(11):111-114.
[14]郭燕,吴价宝,王崇,等.多渠道零售环境下消费者渠道选择意愿形成机理研究——产品类别特征的调节作用[J].中国管理科学,2018(9):158-169.
[15]王国顺,杨晨.实体与网络零售下消费者渠道迁徙行为模型的构建[J].系统工程,2014(8):92-101.
[16]涂红伟,严鸣.消费者渠道搭便车行为影响因素的研究:体验学习视角[J].经济经纬,2014(2):86-91.
[17]王伟军,王阳,王玉珠,等.移动商务用户个性化推荐采纳行为影响因素的实证研究[J].系统管理学报,2017(5):816-823.
[18] KIM D J,FERRIN D L,RAO H R. Trust and satisfaction,two stepping stones for successful e-commerce relationships:a longitudinal exploration[J]. Information Systems Research,2009,20(2):237-257.
[19]LEE M C. Factors influencing the adoption of internet banking:an integration of TAM and TPB with perceived risk and perceived benefit[J]. Electronic Commerce Research and Application,2009,8(3):130-141.
[20]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009(10):1407-1412.
[21]陆敏玲,曹玉枝,鲁耀斌.基于移动商务特征视角的移动购物用户采纳行为研究[J].情报杂志,2012(9):202-206.
[22]BALLADARES G,MIRALLES F,KENNETT C.The role of perceived risk in online information search and pre-purchase alternative evaluation of products with significant experiential attributes[M]∥KAVOURA A,SAKAS D P,TOMARAS P. Strategic Innovative Marketing, Mykonos:Springer International Publishing. 2017.
[23] JEPSEN A L. Factors affecting consumer use of the internet for information search[J]. Journal of Interactive Marketing,2007,21(3):21-34.
[24]仪星照.连锁超市价格促销工具对消费者购买行为的影响研究[D].重庆:西南大学,2014.
[25]张蓓,黄志平,文晓巍.营销刺激、心理反应与有机蔬菜消费者购买意愿和行为——基于有序Logistic回归模型的实证分析[J].农业技术经济,2014(2):47-56.
[26] MIYAZAKI A D,FERNANDEZ A. Consumer perceptions of privacy and security risks for online shopping[J]. Journal of Consumer Affairs,2001,35(1):27-44.
[27]CASTAEDA J A,MUOZ-LEIVA F. Web acceptance model(WAM):moderating effects of user experience[J]. Information&Management,2007,44(4):384-396.
[28]WEISS A M,ANDERSON E. Converting from independent to employee sales forces:the role of perceived switching costs[J]. Journal of Marketing Research,1992,29(l):101-115.
[29]STAN V,CAMMERER B,CATTAN-JALLET R.Customer loyalty development:the role of switching costs[J]. The Journal of Applied Business Research,2013,29(5):1541-1553.
[30]郭俊辉.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[J].农业技术经济,2017(8):27-38.
[31] ZAUBERMAN G. The intertemporal dynamics of consumer lock-in[J]. Journal of Consumer Research,2003,30(3):405-419.
[32]CHIU H C,HSIEH Y C,ROAN J,et al. The challenge for multichannel service:cross-channel free-riding behavior[J]. Electronic Commerce and Applications,2011,10(2):268-277.
[33] POON W C. Users’adoption of e-banking services:the Malaysian perspective[J]. Journal of Business&Industrial Marketing,2008,23(1):59-69.
[34] MILEY P K. Perceived risk for shopping via the Internet among United States consumers[D]. Donton:Texas Woman’s University,2001.
[35] KLEMPERER P. Markets with consumer switching costs[J]. The Quarterly Journal of Economics,1987,102(2):375-394.
[36] GOLLWITZER P M. Implementation intentions:strong effects of simple plans[J]. American Psychologist,1999,54(7):493-503.
[37] PAVLOU P A,FYGENSON M. Understanding and predicting electronic commerce adoption:an extension of the theory of planned behavior[J]. Mis Quarterly,2006,30(1):115-143.
[38] HOLLOWAY B B,WANG S,PARISH J T. The role of cumulative online purchasing experience in service recovery management[J]. Journal of Interactive Marketing,2005,19(3):255-271.
[39] BURNHAM T A,FRELS J K,MAHAJAN V.Consumer switching costs:a typology,antecedents,and consequences[J]. Journal of the Academy of Marketing Science,2003,31(2):109-126.
[40] JONES M A, REYNOLDS K E,MOTHERSBAUGH D L,et al. The positive and negative effects of switching costs on relational outcomes[J]. Journal of Service Research,2007,9(4):335-355.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |