【摘要】：隨著國(guó)內(nèi)電子商務(wù)的快速發(fā)展及逐步成熟,越來(lái)越多的傳統(tǒng)企業(yè)開(kāi)始執(zhí)行多渠道策略。即既有線下實(shí)體店,同時(shí)也有線上渠道。同時(shí)對(duì)于純線上起家的企業(yè)來(lái)說(shuō),也面臨著當(dāng)品牌壯大后,是否要執(zhí)行多渠道的考量。多渠道必然會(huì)導(dǎo)致一定的渠道沖突,企業(yè)執(zhí)行多渠道一定對(duì)企業(yè)有利嗎?以往的研究證明了多渠道企業(yè)可以增加企業(yè)績(jī)效,但比較少?gòu)南M(fèi)者層面做研究。隨著020模式的興起,越來(lái)越多的企業(yè)開(kāi)始嘗試線上線下結(jié)合,以期帶給用戶更好的購(gòu)物體驗(yàn)。本文試圖從消費(fèi)者的角度來(lái)探討,對(duì)于多渠道企業(yè),進(jìn)行渠道融合會(huì)對(duì)消費(fèi)者造成什么樣的影響,是否會(huì)對(duì)用戶的重復(fù)購(gòu)買意愿產(chǎn)生影響。本文在回顧了多渠道、多渠道融合、用戶自我創(chuàng)新意識(shí)和消費(fèi)者重復(fù)購(gòu)買意愿的文獻(xiàn)的基礎(chǔ)上,選取了適合中國(guó)國(guó)情的渠道融合量表,構(gòu)建了本文的理論模型。并基于移動(dòng)技術(shù)的廣泛應(yīng)用,提出了渠道融合對(duì)消費(fèi)者重復(fù)購(gòu)買意愿正向影響的假設(shè),并且用戶創(chuàng)新意識(shí)在二者之間起調(diào)節(jié)作用。本文通過(guò)調(diào)查問(wèn)卷,對(duì)上述假設(shè)進(jìn)行了驗(yàn)證。本文的研究結(jié)果表明,交易信息融合、訂單融合和服務(wù)融合會(huì)對(duì)消費(fèi)者重復(fù)購(gòu)買意愿產(chǎn)生正向影響。且服務(wù)融合對(duì)重復(fù)購(gòu)買意愿的影響最大,交易信息融合次之,訂單融合對(duì)重復(fù)購(gòu)買意愿的影響最小,產(chǎn)品和價(jià)格融合對(duì)重復(fù)購(gòu)買意愿不起作用。用戶自我創(chuàng)新意識(shí)對(duì)訂單融合與重復(fù)購(gòu)買意愿起到調(diào)節(jié)作用,對(duì)交易信息融合、產(chǎn)品和價(jià)格融合、服務(wù)融合和用戶重復(fù)購(gòu)買意愿的關(guān)系調(diào)節(jié)不起作用。
[Abstract]:With the rapid development and maturity of domestic e-commerce, more and more traditional enterprises begin to implement multi-channel strategy. That is, the existing cable under the physical store, but also wired on the channel. At the same time, the pure line of starting enterprises, but also faced when the brand growth, whether to implement multi-channel considerations. Multi-channel will inevitably lead to a certain channel conflict, enterprise implementation of multi-channel must be beneficial to the enterprise? Previous studies have proved that multi-channel firms can increase corporate performance, but less research is done from the consumer level. With the rise of 020 model, more and more enterprises try to combine online and offline, in order to bring users a better shopping experience. This paper attempts to explore from the consumer's point of view, for multi-channel enterprises, channel integration will cause what kind of impact on consumers, whether it will have an impact on the user's desire to buy repeatedly. On the basis of reviewing the literature of multi-channel, multi-channel integration, user's self-innovation consciousness and consumer's repeated purchase intention, this paper selects the channel fusion scale which is suitable for China's national conditions, and constructs the theoretical model of this paper. Based on the extensive application of mobile technology, the hypothesis that channel fusion has a positive effect on consumers' willingness to buy repeatedly is proposed, and the innovation consciousness of users plays a role in regulating the relationship between the two. In this paper, the above hypothesis is verified by questionnaire. The results show that transaction information fusion, order fusion and service fusion have a positive effect on consumers' repeated purchase intention. The service fusion has the greatest influence on the repeated purchase intention, the transaction information fusion takes the second place, the order fusion has the least influence on the repeated purchase intention, and the product and price fusion has no effect on the repeated purchase intention. The self-innovation consciousness of users can regulate the relationship between order fusion and repeated purchase intention, but it can not regulate the relationship between transaction information fusion, product and price fusion, service integration and repeated purchase intention.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

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