电子商务与实体连锁客户群互动实证  

Physical Evidence of Customers Interaction between Physical Chain Store and E-commerce

作　　者：龙云安[1] 

机构地区：[1]西华大学经济与贸易学院,四川成都610000

出　　处：《中国流通经济》2013年第3期90-95,共6页China Business and Market

基　　金：国家社科基金一般项目"西部地区承接东部地区投资和产业转移的对策研究"(项目编号:07BJY081);四川省软科学资助项目"国际金融危机背景下四川出口企业对策研究"(项目编号:2010zr0141)的资助

摘　　要：电子商务高速发展,实体连锁卖场的客户群发生前所未有的大迁徙,网店客户与实体店铺客户相互转换、互为调节,已经成为现实。顾客群网上购物意愿对实体连锁卖场集客力存在促进和压力作用,是对传统卖场拥堵现象的重要调节,而且不同特征的顾客群,其网上购物意愿对实体连锁集客力的分解调节作用也有差异。With the rapid development of E-commerce, the unprecedented migration exists in the customer group of physical chain stores; customers are shifting between the on-line stores and physical chain stores. The online shopping will of customer groups can play its role in promoting and driving the physical chain store set-off force; and it is the important factor of adjustment for the crowded traditional stores. The online shopping will of customer groups with different features will play different roles in adjusting the physical chain store set-off force.

关 键 词：实体连锁 集客力 多元调节 网上购物意愿 互动 

分 类 号：F270[经济管理—企业管理]