网络购物行为影响因素实证研究——基于双渠道视角  

The Network Shopping Behavior Influence Factors of Empirical Research——Based on the Perspective of Double Channel

作　　者：龙贞杰[1] 刘遗志[1] 

机构地区：[1]桂林电子科技大学商学院,广西桂林541004

出　　处：《技术经济与管理研究》2013年第10期60-65,共6页Journal of Technical Economics & Management

摘　　要：线上、线下双渠道运作已经成为互联网时代传统企业渠道变革的一大趋势,越来越多的现代消费者变成了双渠道消费者,越来越多的商家在利用传统销售渠道销售产品的同时也通过网络直销模式进行产品销售。本文基于现有网络购物影响因素文献,整合多渠道选择理论和顾客价值理论,构建了双渠道下消费者网络购物行为影响因素模型并提出相应假设。同时以桂林电子科技大学学生消费者为研究对象,以双渠道为研究视角,对消费者网络购物行为的影响因素进行了实证研究。研究得出了五个驱动消费者进行网络购物的影响因素并实证证明了其分别对消费者网络购物选择行为具有显著的正向影响。最后,针对实证分析结论,探讨了相应的实践意义与研究不足,以期为企业营销决策提供参考。Online and offline dual-channel operation has become a major trend on changing of channels of traditional companies in the Internet era,more and more modern consumers become dual channel consumers and more and more businesses sell their products through traditional sales channels as well as 0nline selling.This article is based on an existing online shopping influencing factors literature,integrated multi-channel choice theory and the theory of customer value and build a dual-channel consumer online shopping behavior influencing factors model and corresponding assumptions.At the same time,taking Guilin University of Electronic Technology student consumers as the research object and dual channels as research perspection,we conduct the empirical analysis on influencing factors of consumer online shopping behavior.Studies obtain five drivers influencing factors of consumer online shopping and prove them have a significant positive impact on consumer online shopping choice behavior by empirical evidence.Finally,the studies explore the practical significance and inadequacy according to the conclusions for the empirical analysis and hope to supply corporate marketing decisions with some references with some corporate marketing decisions.

关 键 词：网络购物 购物渠道 网络渠道 双渠道消费 

分 类 号：F713.36[经济管理—产业经济]