本文關(guān)鍵詞：消費(fèi)者多渠道零售系統(tǒng)采納意愿研究　出處：《武漢紡織大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 多渠道零售 感知價(jià)值 網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn) 采納意愿

【摘要】：隨著電子商務(wù)的快速發(fā)展,傳統(tǒng)零售商越來(lái)越重視電子商務(wù)渠道在企業(yè)營(yíng)銷(xiāo)中的作用,如蘇寧、國(guó)美等零售商巨頭通過(guò)自建網(wǎng)絡(luò)平臺(tái)開(kāi)展網(wǎng)絡(luò)零售業(yè)務(wù)。已有研究已經(jīng)證實(shí):零售商提供給顧客多渠道的購(gòu)物體驗(yàn)?zāi)芗ぐl(fā)顧客興趣、提升顧客滿意度,從而實(shí)現(xiàn)顧客保留與顧客增長(zhǎng)。然而許多消費(fèi)者仍然傾向于使用零售商的單一渠道(線上或線下渠道)進(jìn)行購(gòu)物。如何使消費(fèi)者在購(gòu)物過(guò)程中采納多渠道零售系統(tǒng)的問(wèn)題困擾著多渠道零售商。國(guó)內(nèi)外對(duì)多渠道零售的研究主要以已采納多渠道零售系統(tǒng)的顧客為研究對(duì)象,以未采納多渠道零售系統(tǒng)的顧客為研究對(duì)象,研究消費(fèi)者在購(gòu)物中對(duì)多渠道零售系統(tǒng)采納意愿的文獻(xiàn)并不多見(jiàn)。本文旨在研究影響消費(fèi)者采納多渠道零售系統(tǒng)的因素,研究?jī)?nèi)容主要分為以下兩個(gè)方面:第一,建立多渠道零售系統(tǒng)的采納模型,并通過(guò)實(shí)證研究,驗(yàn)證消費(fèi)者感知價(jià)值的四個(gè)維度對(duì)多渠道零售系統(tǒng)采納意愿的作用機(jī)理。研究結(jié)果表明,顧客感知價(jià)值(省錢(qián)、便利性、獵奇、娛樂(lè)性)能通過(guò)消費(fèi)者對(duì)多渠道零售商系統(tǒng)的態(tài)度顯著影響多渠道零售系統(tǒng)的采納意愿。第二,比較在網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)不同(高/低)的消費(fèi)者間,多渠道零售系統(tǒng)采納模型的差異。多群組因果分析的結(jié)果表明,在不同網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者之間,多渠道零售系統(tǒng)采納模型存在差異。高網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者比低網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者更看重省錢(qián)這種采納動(dòng)機(jī)。低網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者關(guān)注的價(jià)值主要是獵奇、娛樂(lè)這兩種享樂(lè)性價(jià)值,其次才是省錢(qián)、便利這兩種實(shí)用價(jià)值;高網(wǎng)絡(luò)購(gòu)物經(jīng)驗(yàn)的消費(fèi)者所關(guān)注的價(jià)值主要是省錢(qián)與娛樂(lè)。根據(jù)以上研究結(jié)果,本文提出了相應(yīng)的管理啟示。
[Abstract]:With the rapid development of e-commerce, traditional retailers pay more and more attention to the role of e-commerce in the enterprise marketing channels, such as Suning, Gome and other retail giants to carry out online retail business through the self built network platform. Existing research has confirmed that retailers provide customers with multi-channel shopping experience can stimulate the interest of customers, improve customer satisfaction, in order to achieve customer retention and customer growth. However, many consumers still prefer to use a single channel retailers (online or offline channels) for shopping. How to make consumers in the shopping process adopt multi-channel retail system problem with multi channel retailers. The domestic and foreign research on multi-channel retailing mainly in multi-channel retail system has been adopted the customer as the research object, a multi-channel retail system did not adopt the customer as the research object, research on consumers shopping in multiple channels The retail system adoption literature is rare. This paper aims to study the influencing factors of consumer adoption of multi-channel retail system, the research contents are mainly divided into the following two aspects: first, adopt the model of multi-channel retail system, and through empirical research, the mechanism of the four dimensions of consumer perceived value verification of multi channel retail system adoption. The results showed that the customer perceived value (money, convenience, novelty, entertainment) can significantly affect the multi-channel retail system adoption through consumer attitude to multi-channel retailer system. Second, compare the different in the network shopping experience (high / low) the difference between consumers, adoption model multi channel retail system. The results show that the causal analysis of multiple groups, between different online shopping experience of consumers, multi-channel retail system adoption model. Differences exist in the high purchase network From the experience of consumers than low Internet shopping experience consumers pay more attention to the adoption of money motivation. Low Internet shopping experience of consumers concerned about the value of the main entertainment adventure is the two hedonic value, followed by money, convenience of the two high practical value; online shopping experience of consumers is mainly concern value save money and entertainment. According to the above research results, the paper put forward the corresponding enlightenment.

【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.2

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本文編號(hào)：1435425