品牌童装线上线下销售渠道协同实证分析  

Empirical Analysis of Online and Offine Sale Channels Synergy of Brand Children′s Clothing

作　　者：张亚婷[1] 曲洪建[1] 

机构地区：[1]上海工程技术大学服装学院,上海201620

出　　处：《上海工程技术大学学报》2016年第4期342-347,共6页Journal of Shanghai University of Engineering Science

基　　金：上海市教委科研创新资助项目(14ZS151)

摘　　要：基于文献回顾,提出研究假设并构建了品牌童装线上线下渠道协同的结构方程模型.通过问卷调研、SPSS数据分析以及AMOS 21.0的模型检验和修正,得到了品牌童装线上线下渠道协同、渠道协同能力和渠道绩效三者间的作用机理和缓解渠道冲突的策略.研究发现,品牌童装线上线下渠道协同对渠道协同能力、渠道协同能力对渠道绩效的显著正向影响均为0.96,且品牌童装线上线下渠道协同和渠道绩效各自的二级变量对其影响分别为0.70、0.61、0.75、0.78、0.91、0.76、0.89、0.78、0.81.针对研究结果,提出了相应的对策建议.Based on the literature review, the research hypotheses were put forward and the structure model of brand childrenrs clothing online and offline（OTO） channels synergy was constructed. Then,the questionnaire survey data, SPSS data analysis and AMOS 21. 0 model checking and correction were conducted, the interaction mechanism of channel synergy, channel synergy ability and channel performance and the strategies to ease the channel conflicts were obtained. The results show that the significant positive effect of OTO channel synergy of brand childrenr s clothing on the channel synergy ability and channel synergy ability on channel performance are all 0.96, and the influence of secondary variables indexes of OTO channels synergy and channel performance of brand children＇s clothing are 0. 70,0. 61,0. 75,0. 78,0. 91,0. 76,0. 89,0. 78,0. 81. Finally,based on the output results,corresponding countermeasures and suggestions were put forward.

关 键 词：品牌童装 渠道协同能力 渠道绩效 结构方程模型 实证分析 

分 类 号：F768[经济管理—产业经济]