“本地生活服务”消费者的购买决策网络研究  

Decision Net of Local Life Service Consumer

作　　者：刘铁[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《未来与发展》2014年第11期29-33,18,共6页Future and Development

基　　金：国家自然科学基金;项目编号:71302065

摘　　要：质性研究和量化决策树模型的联合分析表明,本地生活服务消费者的决策网络分支结构在移动端和电脑端显著不同。移动端更关注便利、双线结合等节点因素;电脑端更关注价格、时间消费和线上体验等节点因素。本地生活服务消费者对线上线下差距和一致性较为敏感,特别是线上评论与线下触知,并比其他服务消费者更依赖于人际和人机两方面交互的结合。研究结论对未来零售行业的线上线下整合和发展提供了消费者行为层面的理论基础。Combined analysis of qualitative research and quantitative decision tree model show that： consumers＇ decision-making branch network structure of local life service is significantly different in mobile terminal and computer terminal. Mobile terminal concerns node factors such as convenient, online and offline combination; computer terminal concerns node factors such as price, time consuming and online experience. Local life service consumers are sensitive to the difference and consistency of online and offline, especially online comments and offline touchable sense, depend on interaction of interpersonal and human-computer communication more often than other service consumers. The conclusion constructed theory bases for future development of retail industry and online-and-offline integration in customers behavior aspect.

关 键 词：本地生活服务 O2O 决策网络 行为模式 

分 类 号：C931[经济管理—管理学]