本文選題：農(nóng)產(chǎn)品營銷　切入點：渠道轉(zhuǎn)換　出處：《農(nóng)業(yè)技術(shù)經(jīng)濟》2017年08期 　論文類型：期刊論文

【摘要】：本研究提出了農(nóng)產(chǎn)品購買的渠道轉(zhuǎn)換抵制模型。分析首先證實了渠道轉(zhuǎn)換成本在消費者渠道轉(zhuǎn)換決策機制中的中介作用,以及個人固有慣性的內(nèi)隱控制特征;其次,消費者的線下依賴程度、線上涉入水平對于渠道轉(zhuǎn)換成本、渠道轉(zhuǎn)換抵制分別存在正向或負向影響;另外,對于線上渠道有不同接受度的延遲者、領(lǐng)先者的兩類人群進行了決策差異的辨識分析。結(jié)果顯示,延遲者的渠道利用習慣、較高的轉(zhuǎn)換成本共同提高了自身的渠道轉(zhuǎn)換抵制。因此,在農(nóng)產(chǎn)品線上推廣中,營銷者應(yīng)當通過營銷設(shè)計減少消費者的線下渠道依附、渠道轉(zhuǎn)換成本的負面影響,提高線上渠道涉入的正面影響。這些都有利于推動延遲者在購買農(nóng)產(chǎn)品時的渠道轉(zhuǎn)移,從而為農(nóng)產(chǎn)品開辟電子零售市場打下堅實基礎(chǔ)。
[Abstract]:In this study, the channel conversion resistance model of agricultural products purchase is put forward. Firstly, the analysis proves the intermediary role of channel switching cost in the decision-making mechanism of consumer channel conversion, and the inherent implicit control characteristics of individual inertia. The degree of consumers' offline dependence, the level of online involvement has a positive or negative impact on channel switching costs, and channel resistance has a positive or negative impact; in addition, for those who have different acceptance of online channels, The results show that the channel utilization habits of the delayed users and the higher conversion costs increase their resistance to channel conversion. Therefore, in the agricultural product line promotion, the difference between the two groups of people in decision making is identified and analyzed, and the results show that the delay person's channel utilization habit and high conversion cost increase their resistance to channel conversion together. Marketers should reduce consumers' offline channel attachment through marketing design, negative impact of channel conversion costs, and increase the positive impact of online channel involvement. Thus for agricultural products to open up electronic retail market lay a solid foundation.
【作者單位】： 浙江科技學院經(jīng)管學院;
【基金】：2014—2019年浙江科技學院優(yōu)青項目 2016年浙江科技學院安吉對接專項(編號:2016DJAJ02)
【分類號】：F323.7;F713.55
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本文編號：1644086