网络零售商非价格因素差异化特质对消费者惠顾意向的影响  

The Influence of Online Retailers' Differentiation Characteristics of Non-price Factors on Consumers' Patronage Intention

作　　者：汪振杰[1] 蒲晓敏 李平[1] WANG Zhen-jie;PU Xiao-min;LI Ping(Business School, Renmin University of China, Beijing 100872, China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《消费经济》2019年第2期80-88,共9页Consumer Economics

摘　　要：在网络经济条件下,消费者可以更加便利地获取商品和市场信息,这在一定程度上增加了网络零售商留住顾客的难度。为探究网络零售商差异化对消费者惠顾意向的影响,本研究从消费者感知视角归纳出网络零售商5种非价格因素的差异化特质,并分析其对消费者惠顾意向的影响。实证数据以消费者调查问卷的形式采集,并通过结构方程模型进行处理。研究结果表明,网络零售商的差异化竞争策略有助于形成消费者惠顾意向。其中快速、便捷的物流体系对消费者惠顾意向影响最大;后续依次是商品质量、交易安全性,线上线下融合策略对于消费者惠顾意向影响最小。此外,商品品类规模对于形成消费者惠顾意向影响不显著。Under the condition of network economy, consumer s can obtain goods and market information conveniently, which makes it more difficult for online retailers to retain customers. To explore the effect of differentiation of online retailers on consumers’ patronage intention, from the perspective of consumer perception,we concluded five different characteristics of non-price factors and analyzed their influence on consumer patronage intention. The data were collected in the form of consumer questionnaires and the research was processed through the method of structural equation model. The results show that the differentiated competition strategy of online retailers is helpful to form consumers’ patronage intention. Fast and convenient logistics can save waiting time and improve customer satisfaction, which has the greatest impact on patronage intention. Other factors such as quality of goods, transaction security and online-offline channel integration have a slight impact on patronage intention. Besides, commodity assortment has no impact on patronage intention.

关 键 词：网络零售 非价格竞争 差异化特质 惠顾意向 

分 类 号：F062.9[经济管理—政治经济学]