复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究  

E-purchase Intention for Complex Buying Behaviors: A Grounded-theory Research Based on Online Customer Reviews about E-purchase of Cars

作　　者：沈璐[1] 庄贵军[1] 郭茹[1] 

机构地区：[1]西安交通大学管理学院,西安710049

出　　处：《管理评论》2015年第9期221-230,共10页Management Review

基　　金：国家自然科学基金重点项目(71132005)

摘　　要：与复杂型购买行为相对应的卷入度高、品牌差异大的产品常被认为不宜在线销售。然而,某些品牌汽车、奢侈品等的成功在线销售,说明网购不一定排斥复杂型购买行为。此前的研究集中于讨论低风险、标准化产品的在线购买,缺乏对网上复杂型购买行为的探讨。本文以网购汽车为例,用扎根理论分析论坛言论,发现:第一,影响网上复杂型购买意愿的因素有渠道(如感知利益、产品可诊断性)、环境(如网络制度、技术信赖和消费文化)和消费者个人(如感知行为控制、品牌关系、主观产品知识、过往经验)三类;第二,主观产品知识、品牌关系、技术信赖和感知决策复杂性体现着这类购买行为的特点,它们的变化使一些原被认为不宜网上销售的产品能成功地在线销售。The literature suggests that high-involvement and highly-heterogeneous products are unsuitable for online sale. But currently,the e-purchase of automobiles and luxuries indicates that things are different now. The literature merely focuses on settings of buying lowrisk and standardized products,ignoring the complex buying behaviors. This paper,based on grounded theory,analyzes consumer reviews about e-purchase of cars,and finds that channel factors（ perceived benefits,product diagnosticity）,environmental factors（ webinstitutional factors,technology-based trust,consumption culture） and individual factors（ perceived behavior control,consumer-brand relationship,subjective product knowledge,past experiences,perceived complexity of decision） influence consumers’ e-purchase intention. Factors such as subjective product knowledge,consumer-brand relationship,technology-based trust,and perceived complexity of decision capture the characteristics of complex buying behavior,and changes in these aspects enable corresponding products to sell online successfully.

关 键 词：复杂型购买行为 卷入度 品牌差异 网购意愿 网络论坛 

分 类 号：F713.55[经济管理—市场营销]