發(fā)布時間：2018-04-25 02:11

  本文選題：跨渠道購買行為 + 多渠道消費者��； 參考：《中國礦業(yè)大學》2016年博士論文

【摘要】：隨著互聯(lián)網(wǎng)的日益滲透,傳統(tǒng)渠道和網(wǎng)絡渠道結(jié)合的多渠道零售模式日益成為全球零售業(yè)的現(xiàn)實選擇,多渠道零售開創(chuàng)了消費者跨渠道購買行為這種新興的購物模式。消費者跨渠道購買行為是指多渠道環(huán)境下,消費者基于效益最大化原則,在購買決策過程的不同階段運用不同渠道的行為。該行為對于企業(yè)來說既是機會又是問題,機會在于企業(yè)將線上搜索信息的顧客帶到線下來,能夠帶動線下產(chǎn)品的消費,提升企業(yè)跨渠道銷售的業(yè)績。然而,在消費者跨渠道購買過程中,企業(yè)也會流失潛在顧客,如消費者在傳統(tǒng)渠道享受試穿服務和個性化建議,但卻通過網(wǎng)絡渠道購買,嚴重挫傷了傳統(tǒng)渠道服務人員的積極性。因而,如何引導消費者向有利于企業(yè)的渠道遷移成為多渠道顧客管理亟待解決的重要問題�，F(xiàn)有消費者跨渠道購買行為的國內(nèi)外研究,多數(shù)停留在探究消費者、渠道、產(chǎn)品等因素對消費者跨渠道購買行為的外部影響,尚缺乏從搜索信息和產(chǎn)品購買兩階段消費者渠道選擇的內(nèi)在決策機制出發(fā)探究消費者跨渠道購買行為的內(nèi)在形成機理�；�于此,本文旨在揭示消費者跨渠道購買行為的內(nèi)在形成機理,探究鼓勵或削減消費者跨渠道購買行為的有效策略。首先,本研究在文獻綜述的基礎(chǔ)上,明確界定了消費者跨渠道購買行為的定義和路徑,界定了研究范圍,基于理性行為理論、感知價值理論和信任轉(zhuǎn)移理論,分析了消費者搜索信息和購買兩階段渠道選擇行為,形成了消費者搜索信息和產(chǎn)購買兩階段渠道選擇理論框架,進而推演出消費者跨渠道購買行為的三個驅(qū)動因素:基于渠道屬性的決策機制、缺乏渠道內(nèi)鎖定、渠道間協(xié)同,并創(chuàng)新性地引入產(chǎn)品搜索性和風險性,構(gòu)建了消費者跨渠道購買行為形成機理概念模型。其次,分析了消費者跨渠道購買行為形成機理概念模型中各變量的維度構(gòu)成,進而列出了消費者搜索信息和購買兩階段的渠道態(tài)度聯(lián)立方程模型和渠道選擇Logit模型;再次,基于文獻研究開發(fā)了消費者渠道態(tài)度和渠道選擇理論模型中各變量的測量量表,通過專家訪談和預測試修正量表,進而發(fā)放問卷采集數(shù)據(jù),在對樣本數(shù)據(jù)進行信度和效度分析的基礎(chǔ)上,運用Stata12.0估計出了產(chǎn)品類別總體和購買高風險搜索產(chǎn)品、低風險搜索產(chǎn)品、高風險體驗產(chǎn)品和低風險體驗產(chǎn)品時,消費者渠道態(tài)度模型中各參數(shù)以及消費者渠道選擇模型中各參數(shù)。最后,運用估計出的消費者渠道態(tài)度和渠道選擇模型診斷了消費者跨渠道購買行為的程度,解釋了基于渠道屬性的決策機制、渠道內(nèi)鎖定和渠道間協(xié)同對消費者跨渠道購買行為的作用機制,分析了產(chǎn)品搜索性、風險性對消費者跨渠道購買行為程度和路徑的影響,進而運用高風險搜索產(chǎn)品的渠道態(tài)度和渠道選擇模型,模擬了調(diào)節(jié)渠道屬性、渠道內(nèi)鎖定和渠道間協(xié)同策略下消費者搜索信息和產(chǎn)品購買的渠道選擇,評價了每一調(diào)控策略對消費者跨渠道購買行為程度的影響,進而提出了鼓勵或削減消費者跨渠道購買行為的具體策略。研究發(fā)現(xiàn):首先,消費者網(wǎng)絡渠道搜索信息傳統(tǒng)渠道購買是最普遍的跨渠道購買行為模式,基于渠道屬性的決策機制、缺乏渠道內(nèi)鎖定和渠道間協(xié)同三個機制都起作用。這是因為:(1)網(wǎng)絡渠道相對于傳統(tǒng)渠道強的搜索屬性優(yōu)勢和傳統(tǒng)渠道相對于網(wǎng)絡渠道強的購買屬性優(yōu)勢;(2)網(wǎng)絡渠道非常弱的渠道內(nèi)鎖定機制;(3)網(wǎng)絡渠道搜索實體渠道購買之間的強的渠道間協(xié)同性。其次,產(chǎn)品搜索性和風險性顯著消費者跨渠道購買行為。對于高風險搜索產(chǎn)品和高風險體驗產(chǎn)品,消費者發(fā)生跨渠道購買的比例遠高于低風險搜索產(chǎn)品和低風險體驗產(chǎn)品,說明產(chǎn)品的風險性越強,消費者越容易發(fā)生跨渠道購買行為。對于高風險搜索產(chǎn)品,消費者主要發(fā)生了網(wǎng)絡渠道搜索產(chǎn)品信息傳統(tǒng)渠道購買的跨渠道購買行為模式,而對于高風險體驗產(chǎn)品,消費者網(wǎng)絡渠道搜索產(chǎn)品信息傳統(tǒng)渠道購買和傳統(tǒng)渠道搜索產(chǎn)品信息網(wǎng)絡渠道購買兩條跨渠道購買路徑。另外,本研究還發(fā)現(xiàn),產(chǎn)品搜索性和風險性通過調(diào)節(jié)消費者渠道態(tài)度影響消費者渠道選擇,進而影響消費者跨渠道購買行為。四種產(chǎn)品類別特征下,消費者感知渠道屬性、渠道內(nèi)鎖定性、渠道間協(xié)同性存在明顯差異�？傮w而言,本研究揭示了基于渠道屬性的決策機制、缺乏渠道內(nèi)鎖定和渠道間協(xié)同對消費者跨渠道購買行為的作用機理,分析了產(chǎn)品搜索性和風險性對消費者跨渠道購買行為程度和路徑的調(diào)節(jié)機理。本文的理論貢獻在于:第一,引入產(chǎn)品搜索性、風險性來研究消費者跨渠道購買行為形成機理,填補了產(chǎn)品特征對消費者跨渠道購買行為影響研究的空白。第二,構(gòu)建了一個多渠道環(huán)境下基于搜索信息和產(chǎn)品購買兩階段的消費者渠道選擇理論框架,揭示了渠道與渠道之間的內(nèi)在關(guān)系,搜索信息和產(chǎn)品購買之間的動態(tài)聯(lián)系。第三,進一步將渠道屬性細分為搜索屬性、購買屬性,凝練了搜索屬性和購買屬性包含的內(nèi)容。此外,文章還提出了鼓勵或削減消費者跨渠道購買行為的具體策略,以期為企業(yè)有的放矢地建設渠道、增強顧客粘性和有效管理多渠道顧客提供實踐指導。
[Abstract]:With the increasing penetration of the Internet, the multi-channel retail model combined with traditional channels and network channels has increasingly become the realistic choice of the global retail industry. Multichannel retail opens the emerging shopping model of consumers' cross channel purchase behavior. Consumers' cross channel purchase behavior refers to the maximization of the efficiency of consumers under the multi-channel environment. The principle is to use different channels of behavior at different stages of the purchase decision process. This behavior is both an opportunity and a problem for the enterprise. The opportunity is that the enterprise brings the online search information to the line, drives the offline product consumption and improves the performance of the enterprise's cross channel sales. Enterprises also lose potential customers, such as consumers in traditional channels to enjoy trial service and personalized advice, but purchase through network channels, seriously bruising the enthusiasm of traditional channel service personnel. Therefore, how to guide consumers to facilitate the transfer of channels to enterprises has become an important problem to be solved urgently. The domestic and foreign research on the cross channel purchase behavior of existing consumers mostly stays in exploring the external influence of consumers, channels, products and other factors on consumers' cross channel purchase behavior. There is still a lack of internal decision-making mechanism from the two stages of consumer channel selection of search information and product purchase to explore the intrinsic quality of consumers' cross channel purchase behavior. Based on this, this paper aims to reveal the internal formation mechanism of consumers' cross channel purchase behavior and explore the effective strategies to encourage or reduce consumers' cross channel purchase behavior. First, on the basis of the literature review, this study clearly defines the definition and path of consumers' cross channel purchase line, defines the scope of the study and is based on the theory. The theory of sexual behavior, perceived value theory and trust transfer theory, analyze consumer search information and purchase two channel choice behavior, and form the theoretical framework of two channel selection of consumer search information and production and purchase, and then push the three driving factors of consumers' cross channel purchase behavior: the decision-making mechanism based on channel attributes. In the absence of channel locking, cooperation between channels, and innovative introduction of product search and risk, a conceptual model for the formation mechanism of consumers' cross channel purchase behavior is constructed. Secondly, the dimensions of the variables in the conceptual model of the formation mechanism of consumers' cross channel purchase behavior are analyzed, and then the consumer search information and purchase two are listed. The channel attitude simultaneous equation model and the channel selection Logit model. Thirdly, based on the literature research, the measurement scale of the variables in the theoretical model of consumer channel attitude and channel selection is developed. Through expert interview and forecast revision scale, the questionnaire collection data are issued, and the reliability and validity of the sample data are analyzed. On the basis of Stata12.0, the parameters of the consumer channel attitude model and the parameters in the consumer channel selection model are estimated by using the product category overall and the purchase of high risk search products, low risk search products, high risk experience products and low risk experience products. The selection model diagnoses the extent of consumers' cross channel purchase behavior, explains the decision-making mechanism based on channel attributes, the mechanism of the role of locking and inter channel cooperation on consumers' cross channel purchase behavior, analyzes the effects of product search, risk on the consumer's cross channel purchase behavior and path, and then uses high risk. The channel attitude and channel selection model of the product are searched, the channel attributes are adjusted, and the channel selection of consumer search information and product purchase under channel locking and channel coordination strategy is used. The influence of each regulation strategy on the consumer's cross channel purchase behavior is evaluated, and then it is proposed to encourage or reduce the cross channel purchase of consumers. The research shows that: first, the traditional channel purchase of the consumer network channel search information is the most common cross channel purchase behavior model. The decision mechanism based on channel attributes, lack of channel locking and channel coordination are the three mechanisms. This is because (1) the strong search of the network channel relative to the traditional channel. The advantage of attribute and the strong purchase attribute advantage of the traditional channel relative to the network channel; (2) the network channel is very weak channel locking mechanism; (3) the network channel search entity channel purchase between the strong channel cooperation. Secondly, the product search and the risk significant consumer cross channel purchase behavior. For high risk search products and high In risk experience products, the ratio of consumers to cross channel purchase is much higher than that of low risk search products and low risk experience products. It shows that the higher the risk of the product is, the more the consumer is prone to cross channel purchase behavior. For high risk search products, consumers mainly have a network channel to search the cross channel for the traditional channel purchase of product information. The purchase behavior model, and for high risk experience product, consumer network channel search product information traditional channel purchase and traditional channel search product information network channel purchase two cross channel purchase path. In addition, this study also found that product search and risk through regulating consumer channel attitude influence consumer channel selection. Under the characteristics of four types of product categories, consumer perception channel attributes, channel locking, and channel synergy have obvious differences. In general, this study reveals the decision-making mechanism based on channel attributes, and lacks channel locking and channel coordination for consumer cross channel purchase behavior. The theoretical contribution of this paper is as follows: firstly, the mechanism of product search and risk is introduced to study the formation mechanism of consumers' cross channel purchase behavior, and the impact of product characteristics on consumers' cross channel purchase behavior is filled. Second, a theoretical framework of consumer channel selection based on the two stages of search information and product purchase in a multi-channel environment is constructed, which reveals the internal relationship between channels and channels, and the dynamic connection between search information and product purchase. Third, the channel attributes are further subdivided into search attributes, purchase attributes and condensed matter. In addition, the article also puts forward specific strategies to encourage or reduce consumers' cross channel purchase behavior, in order to provide practical guidance for the enterprise to build the channel, enhance customer stickiness and effectively manage multi-channel customers.

【學位授予單位】：中國礦業(yè)大學
【學位級別】：博士
【學位授予年份】：2016
【分類號】：F713.55

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