【摘要】：消費者購物渠道選擇決策意向是消費者購物渠道選擇決策的主要依據(jù)。在體驗經(jīng)濟的背景下,如何從體驗的角度分析消費者對購物渠道的選擇具有重要意義,是眾多企業(yè)建設(shè)渠道和拓展渠道的重要依據(jù)。 本文在對消費者購物渠道選擇決策意向的國內(nèi)外文獻進行研究后,確定將計劃行為理論(TPB)和技術(shù)接受理論(TAM)作為本文研究的理論基礎(chǔ)。為了更科學全面地考慮影響消費者購物渠道選擇決策意向的因素,本文分別考慮搜索型產(chǎn)品和體驗型產(chǎn)品兩種不同類型商品,首先構(gòu)建消費者購物渠道選擇的理論綜合模型： (1)分別建立消費者購物渠道選擇決策意向的計劃行為理論模型和技術(shù)接受模型； (2)綜合計劃行為理論模型和技術(shù)接受模型構(gòu)建影響消費者購物渠道選擇決策意向的內(nèi)部綜合模型； (3)加入個人屬性和網(wǎng)絡(luò)行為屬性,構(gòu)建消費者購物渠道選擇決策意向的綜合模型。 然后設(shè)計問卷,利用問卷調(diào)查的形式收集數(shù)據(jù)并進行數(shù)據(jù)和問卷信度效度的檢驗。最后,依據(jù)理論模型構(gòu)建的思路,對消費者購物渠道選擇意向進行實證研究,利用結(jié)構(gòu)方程模型探索消費者購物渠道選擇與其因素之間的相互影響關(guān)系與作用機制,為企業(yè)建設(shè)和拓展渠道奠定理論基礎(chǔ)。通過以上的分析和建模過程,本文主要得到了以下幾個結(jié)論： (1)計劃行為理論(TPB)和技術(shù)接受模型(TAM)對消費者購物渠道選擇決策意向有較好的解釋能力,利用結(jié)構(gòu)方程模型對影響因素和消費者購物渠道選擇決策意向之間的因果關(guān)系進行探討也是可行的；(2)消費者購物渠道選擇的影響因素可以被分成內(nèi)部因素和外部因素兩個部分；(3)在實證研究中發(fā)現(xiàn)TPB和TAM的綜合模型比單獨的模型能夠更好地解釋消費者購物渠道選擇意向,包括選擇態(tài)度在內(nèi)的七個內(nèi)部影響因素均對消費者購物渠道選擇決策意向有著正向的影響。另外,個人屬性和網(wǎng)絡(luò)行為屬性是通過影響消費者購物渠道選擇的態(tài)度間接地影響消費者購物渠道選擇決策意向�；谝陨辖Y(jié)論,本文從心理因素和外部環(huán)境因素等方面為企業(yè)建設(shè)和拓展營銷渠道提供了相應(yīng)的意見和建議。
[Abstract]:The decision intention of consumer shopping channel choice is the main basis of consumer shopping channel choice decision. Under the background of experience economy, how to analyze consumers' choice of shopping channels from the perspective of experience is of great significance, which is an important basis for many enterprises to build and expand channels. After studying the domestic and foreign literature on the decision intention of consumer shopping channel choice, this paper determines that the theory of planning behavior (TPB) and technical acceptance theory (TAM) are the theoretical basis of this paper. In order to consider more scientifically and comprehensively the factors that affect the decision intention of consumers' choice of shopping channels, this paper considers two different types of goods, search products and experiential products, respectively. Firstly, the theoretical synthesis model of consumer shopping channel choice is constructed: (1) the planning behavior theory model and technology acceptance model of consumer shopping channel choice decision intention are established respectively; (2) the integrated planning behavior model and the technology acceptance model are used to construct the internal comprehensive model which affects the decision intention of the consumer's shopping channel selection; (3) to add the personal attribute and the network behavior attribute. Build a comprehensive model of consumer shopping channel choice decision intention. Then the questionnaire was designed to collect data and test the reliability and validity of the questionnaire. Finally, according to the idea of constructing the theoretical model, this paper makes an empirical study on the consumers' shopping channel choice intention, and explores the interaction and mechanism between the consumer shopping channel choice and its factors by using the structural equation model. Establish the theoretical foundation for the enterprise construction and expand the channel. Through the above analysis and modeling process, this paper mainly obtains the following conclusions: (1) the planning behavior theory (TPB) and the technical acceptance model (TAM) have better explanation ability to the consumer shopping channel choice decision intention; It is also feasible to use the structural equation model to study the causal relationship between the influencing factors and the decision intention of consumers' shopping channel selection. (2) the influencing factors of consumer shopping channel selection can be divided into two parts: internal factor and external factor. (3) in the empirical study, the comprehensive model of TPB and TAM can better explain the choice intention of consumer shopping channel than the single model. Seven internal influencing factors, including selection attitude, have a positive effect on the decision intention of consumer shopping channel selection. In addition, the personal attribute and the network behavior attribute influence the consumer shopping channel choice decision intention indirectly through the influence consumer shopping channel choice attitude. Based on the above conclusions, this paper provides the corresponding opinions and suggestions for the construction and expansion of marketing channels in terms of psychological factors and external environmental factors.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.1;F713.55;F224

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