家電零售商轉(zhuǎn)型OTO模式影響因素研究
發(fā)布時間：2019-02-15 07:25
【摘要】：隨著科技的發(fā)展和進(jìn)步,互聯(lián)網(wǎng)技術(shù)得到了廣泛的應(yīng)用,網(wǎng)絡(luò)零售業(yè)務(wù)變得越來越平常，相關(guān)市場主體日漸強(qiáng)大,不少新的模式和機(jī)遇也在網(wǎng)絡(luò)購物市場中出現(xiàn)。我國網(wǎng)購用戶規(guī)模目前已達(dá)到3.32億，這部分消費(fèi)者既在實(shí)體店里買東西，也在網(wǎng)上購物，成為名副其實(shí)的雙渠道顧客，并且這個隊(duì)伍還在不斷的壯大。網(wǎng)上購物平臺也隨之快速發(fā)展，對實(shí)體店銷售是個不小的沖擊，家電行業(yè)也包括在內(nèi)，銷售渠道的改革成了家電零售商們不得不考慮的問題。 根據(jù)上述背景，本文認(rèn)為家電零售商應(yīng)該向雙渠道模式轉(zhuǎn)型，網(wǎng)上銷售平臺可以和實(shí)體店合作，實(shí)體店零售商可以發(fā)展網(wǎng)上銷售平臺。本文在消費(fèi)者雙渠道選擇理論和感知風(fēng)險理論的基礎(chǔ)上，，結(jié)合管理學(xué)和統(tǒng)計(jì)學(xué)等，以文獻(xiàn)研究法、訪談法和問卷調(diào)查三種方法結(jié)合運(yùn)用，通過SPSS和AMOS軟件在消費(fèi)者的角度上對影響消費(fèi)者選擇雙渠道購買家電產(chǎn)品的影響因素進(jìn)行實(shí)證研究。 首先，本文在明確研究目的、意義和方法的基礎(chǔ)上，對相關(guān)的文獻(xiàn)研究進(jìn)行梳理，并闡述了消費(fèi)者雙渠道選擇理論和感知風(fēng)險理論。據(jù)此得出主要研究的影響因素后，提出研究假設(shè)并建立了本文實(shí)證研究的理論模型。 其次，根據(jù)查閱文獻(xiàn)對消費(fèi)者進(jìn)行的訪談，設(shè)計(jì)了預(yù)調(diào)查的問卷，并進(jìn)行了預(yù)調(diào)查，通過SPSS17.0軟件對預(yù)調(diào)查所得的數(shù)據(jù)進(jìn)行信度和效度檢驗(yàn)，并根據(jù)結(jié)果對問卷的題項(xiàng)做了調(diào)整，正式問卷才得以形成。正式調(diào)查后，對得到的數(shù)據(jù)做了處理，主要是用SPSS軟件做了描述性統(tǒng)計(jì)分析，對總體數(shù)據(jù)進(jìn)行了信度和效度分析，接著用AMOS軟件對樣本做了驗(yàn)證性因子分析和結(jié)構(gòu)方程模型分析，并得出結(jié)論。主要是感知有用性、線上渠道的服務(wù)對消費(fèi)者購買家電產(chǎn)品時選擇線上渠道具有不太顯著的正面影響，線下渠道便利性對消費(fèi)者購買家電產(chǎn)品時選擇線下渠道具有不太顯著的正面影響，感知易用性、線上渠道便利性對消費(fèi)者購買家電產(chǎn)品時選擇線上渠道具有顯著的正面影響，消費(fèi)習(xí)慣、產(chǎn)品體驗(yàn)、線下渠道的服務(wù)對消費(fèi)者購買家電產(chǎn)品時選擇線下渠道具有顯著的正面影響，感知風(fēng)險對對消費(fèi)者購買家電產(chǎn)品時選擇線上渠道具有顯著的負(fù)面影響。 最后，并根據(jù)結(jié)論對家電零售商和消費(fèi)者提出了相關(guān)建議，同時也指出了本文的研究不足和未來的研究方向。本文建議家電零售商向雙渠道模式轉(zhuǎn)型，并在過程中充分發(fā)揮線上、線下渠道的優(yōu)勢，取長補(bǔ)短，使得線上線下渠道能夠更好的結(jié)合；建議消費(fèi)者可以對自己的消費(fèi)習(xí)慣稍作改變，能帶給自己最大的利益才是最好的。
[Abstract]:With the development and progress of science and technology, Internet technology has been widely used, the network retail business has become more and more common, the related market main body is becoming stronger and stronger, many new models and opportunities also appear in the online shopping market. The scale of online shopping in China has reached 332 million at present. This part of consumers not only buy things in physical stores, but also online shopping, become a true double channel customers, and this team is still growing. With the rapid development of online shopping platform, it is not a small impact on physical store sales, including the household appliances industry, the reform of sales channels has become a problem that home appliance retailers have to consider. According to the above background, this paper thinks that the household appliance retailer should transform to the dual channel mode, the online sales platform can cooperate with the physical store, and the physical store retailer can develop the online sales platform. Based on the theory of consumers' dual channel selection and perceived risk, combined with management and statistics, this paper uses three methods: literature research, interview and questionnaire survey. Through the SPSS and AMOS software in the perspective of consumers, this paper makes an empirical study on the factors that affect consumers' choice of purchasing household appliances through two channels. First of all, on the basis of clear research purpose, significance and method, this paper combs the relevant literature research, and expounds the theory of consumer dual channel choice and perceived risk theory. On the basis of this, the paper puts forward the research hypothesis and establishes the theoretical model of the empirical research. Secondly, according to the interviews with consumers, the questionnaire is designed, and the reliability and validity of the data are tested by SPSS17.0 software. And according to the results of the questionnaire items made adjustments, the formal questionnaire can be formed. After the formal investigation, the obtained data were processed, mainly using SPSS software to do descriptive statistical analysis, and the reliability and validity of the overall data were analyzed. Then, the confirmatory factor analysis and structural equation model analysis of the sample are done by AMOS software, and the conclusion is drawn. It is mainly perceived usefulness, the online channel service has a less significant positive impact on the choice of online channel when consumers buy household appliances. Off-line channel convenience has a less significant positive impact on consumers' choice of offline channels when purchasing household appliances, while perceived ease of use, on-line channel convenience has a significant positive impact on consumers' choice of online channels when purchasing household appliances. Consumer habits, product experience and offline service have a significant positive impact on consumers' choice of offline channels when purchasing household appliances, and perceived risks have a significant negative impact on consumers' choice of online channels when purchasing household appliances. Finally, according to the conclusion, the author puts forward the relevant suggestions to the home appliance retailers and consumers, and points out the deficiency of this paper and the future research direction. This paper suggests that the household appliance retailers should transform to the dual-channel mode, and give full play to the advantages of online and offline channels in the process, so that the online and offline channels can be better combined; Suggest that consumers can slightly change their consumption habits, can bring their own maximum benefit is the best.
【學(xué)位授予單位】：青島理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.6;F724.2
本文編號：2423101
[Abstract]:With the development and progress of science and technology, Internet technology has been widely used, the network retail business has become more and more common, the related market main body is becoming stronger and stronger, many new models and opportunities also appear in the online shopping market. The scale of online shopping in China has reached 332 million at present. This part of consumers not only buy things in physical stores, but also online shopping, become a true double channel customers, and this team is still growing. With the rapid development of online shopping platform, it is not a small impact on physical store sales, including the household appliances industry, the reform of sales channels has become a problem that home appliance retailers have to consider. According to the above background, this paper thinks that the household appliance retailer should transform to the dual channel mode, the online sales platform can cooperate with the physical store, and the physical store retailer can develop the online sales platform. Based on the theory of consumers' dual channel selection and perceived risk, combined with management and statistics, this paper uses three methods: literature research, interview and questionnaire survey. Through the SPSS and AMOS software in the perspective of consumers, this paper makes an empirical study on the factors that affect consumers' choice of purchasing household appliances through two channels. First of all, on the basis of clear research purpose, significance and method, this paper combs the relevant literature research, and expounds the theory of consumer dual channel choice and perceived risk theory. On the basis of this, the paper puts forward the research hypothesis and establishes the theoretical model of the empirical research. Secondly, according to the interviews with consumers, the questionnaire is designed, and the reliability and validity of the data are tested by SPSS17.0 software. And according to the results of the questionnaire items made adjustments, the formal questionnaire can be formed. After the formal investigation, the obtained data were processed, mainly using SPSS software to do descriptive statistical analysis, and the reliability and validity of the overall data were analyzed. Then, the confirmatory factor analysis and structural equation model analysis of the sample are done by AMOS software, and the conclusion is drawn. It is mainly perceived usefulness, the online channel service has a less significant positive impact on the choice of online channel when consumers buy household appliances. Off-line channel convenience has a less significant positive impact on consumers' choice of offline channels when purchasing household appliances, while perceived ease of use, on-line channel convenience has a significant positive impact on consumers' choice of online channels when purchasing household appliances. Consumer habits, product experience and offline service have a significant positive impact on consumers' choice of offline channels when purchasing household appliances, and perceived risks have a significant negative impact on consumers' choice of online channels when purchasing household appliances. Finally, according to the conclusion, the author puts forward the relevant suggestions to the home appliance retailers and consumers, and points out the deficiency of this paper and the future research direction. This paper suggests that the household appliance retailers should transform to the dual-channel mode, and give full play to the advantages of online and offline channels in the process, so that the online and offline channels can be better combined; Suggest that consumers can slightly change their consumption habits, can bring their own maximum benefit is the best.
【學(xué)位授予單位】：青島理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.6;F724.2
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