【摘要】：自從電子商務(wù)迅速發(fā)展以來,實(shí)體店和網(wǎng)上商城沖突不斷,價(jià)格不一、線下成為線上的體驗(yàn)店、客戶的爭(zhēng)奪等問題不斷出現(xiàn)。同時(shí),隨著全渠道的發(fā)展,消費(fèi)者行為的不確定性因素越來越大,消費(fèi)者在購買渠道和信息搜集渠道中可以任意地遷徙。然而實(shí)踐證明打破這一局面的關(guān)鍵問題就在于如何提升全渠道背景下的客戶體驗(yàn)。通過與顧客深入地互動(dòng),一方面收集有關(guān)顧客的相關(guān)信息,通過相關(guān)的信息技術(shù)對(duì)信息進(jìn)行處理和分析,獲得與顧客相關(guān)的重要信息以便更好地實(shí)施個(gè)性化服務(wù);另一方面從服務(wù)的角度提升顧客體驗(yàn),通過為消費(fèi)中的顧客提供幫助使得顧客消費(fèi)過程更加便利,同時(shí)也能提升顧客的滿意。本文從互動(dòng)性的角度出發(fā),以“刺激-反映”理論為基本邏輯路線,分析了互動(dòng)性與消費(fèi)者渠道遷徙的關(guān)系。研究的關(guān)鍵點(diǎn)在于不同渠道表現(xiàn)出來的互動(dòng)性是不同的,所以對(duì)于消費(fèi)者來說感受的體驗(yàn)自然也是不同的。本文采取的研究方法是文獻(xiàn)研究法、實(shí)驗(yàn)法。通過文獻(xiàn)研究,對(duì)相關(guān)的概念和理論進(jìn)行梳理,了解互動(dòng)性和渠道遷徙的研究最新動(dòng)態(tài),在前人研究基礎(chǔ)上進(jìn)行創(chuàng)新,同時(shí)為后面模型的建立打下堅(jiān)實(shí)的基礎(chǔ)。本文采用實(shí)驗(yàn)法對(duì)200名在校大學(xué)生進(jìn)行情景模擬,模擬三種渠道消費(fèi)者信息收集和購買的場(chǎng)景,讓被試者在體驗(yàn)后進(jìn)行問卷的填寫。通過這樣的方式對(duì)全渠道背景下消費(fèi)者的遷徙行為進(jìn)行研究。數(shù)據(jù)收集后用SPSS19.0對(duì)提出的假設(shè)進(jìn)行驗(yàn)證。本文的創(chuàng)新之處在于選取了全渠道為背景研究消費(fèi)者行為,在互動(dòng)性的研究中采用了不同以往的問卷調(diào)研形式,采用了實(shí)驗(yàn)法進(jìn)行研究,將互動(dòng)性的研究更加深入和細(xì)化,在消費(fèi)者渠道遷徙的研究中,豐富了其影響因素的研究。本文在最后給企業(yè)提出了相關(guān)的管理建議以及本文的不足對(duì)未來的展望。本研究得到如下結(jié)論:(1)互動(dòng)性借助于信息體驗(yàn)和娛樂體驗(yàn)對(duì)消費(fèi)者的渠道遷徙有影響作用,互動(dòng)性本身對(duì)消費(fèi)者的渠道遷徙是有顯著性影響,信息體驗(yàn)和娛樂體驗(yàn)在其中起到了完全中介的作用;(2)不同程度的互動(dòng)性對(duì)消費(fèi)者渠道遷徙影響不同,高互動(dòng)性對(duì)消費(fèi)者的影響更加明顯的;(3)不同類型的渠道對(duì)消費(fèi)者渠道遷徙的影響是不同的。這一結(jié)論對(duì)于企業(yè)針對(duì)不同的渠道制定營銷方案提供了參考。
[Abstract]:Since the rapid development of electronic commerce, physical stores and online shopping malls have been in conflict with each other, with different prices. Offline has become an online experience store, and problems such as customer competition have been emerging. At the same time, with the development of the whole channel, the uncertainty of consumer behavior becomes more and more serious. Consumers can migrate freely in the purchasing channel and information gathering channel. However, practice has proved that the key problem to break this situation is how to improve the customer experience in the context of all channels. Through deep interaction with customers, on the one hand, collect relevant information about customers, process and analyze the information through relevant information technology, and obtain important information related to customers in order to better implement personalized services; On the other hand, the customer experience can be improved from the service point of view, by providing help to the customers in the consumer to make the process of customer consumption more convenient, but also to enhance customer satisfaction. Based on the theory of stimulation and reflection, this paper analyzes the relationship between the interaction and the migration of consumers' channels. The key point of the research is that the interaction of different channels is different, so the experience is different for consumers. This article adopts the research method is the literature research method, the experimental method. Through the literature research, the related concepts and theories are combed to understand the latest trends of interactivity and channel migration, to innovate on the basis of previous studies, and to lay a solid foundation for the establishment of the following model. In this paper, 200 college students were simulated by the experimental method to simulate the situation of consumer information collection and purchase through three channels, and the subjects were asked to fill out the questionnaire after experience. In this way, the migration behavior of consumers in the context of the whole channel is studied. After data collection, the proposed hypothesis is validated with SPSS19.0. The innovation of this paper lies in choosing the whole channel as the background to study consumer behavior. In the interactive research, we adopt different forms of questionnaire investigation, adopt the experimental method to carry out the research, and make the interactive research more thorough and detailed. In the study of consumer channel migration, it enriches the study of its influencing factors. At the end of this paper, the author puts forward the related management suggestions to the enterprise and the future prospect of the deficiency of this paper. The conclusions of this study are as follows: (1) interaction has an impact on the channel migration of consumers by means of information experience and entertainment experience, and interaction itself has a significant impact on the channel migration of consumers. Information experience and entertainment experience play a role as a complete intermediary; (2) the influence of different degree of interaction on consumer channel migration is different, and the influence of high interaction on consumers is more obvious; (3) the influence of different types of channels on consumer channel migration is different. This conclusion provides a reference for enterprises to develop marketing programs for different channels.
【學(xué)位授予單位】：河南財(cái)經(jīng)政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274

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