多渠道零售环境下消费者在线渠道迁徙意愿研究——基于SOR理论模型视角  

Research on Consumers’Online Channel Migrati on Intentionin Multi-Channel Retail Environment Based on the SOR Model

作　　者：刘遗志[1] 胡争艳 汤定娜[2] LIU Yizhi;HU Zhengyan;TANG Dingna(School of Management,Guizhou University,Guiyang 550025,China;School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073,China)

机构地区：[1]贵州大学管理学院,贵州贵阳550025 [2]中南财经政法大学工商管理学院,湖北武汉430073

出　　处：《大连理工大学学报（社会科学版）》2022年第1期38-49,共12页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目“多渠道零售环境下研究型购物者的感知价值与渠道转换行为研究——零售商与购物者互动视角”(71272247)。

摘　　要：基于SOR理论模型视角,构建了多渠道零售环境下消费者在线渠道迁徙意愿模型,探究了外部刺激因素、消费者内在体验因素与在线渠道迁徙意愿之间的作用机理。实证结果表明:外部刺激因素中在线渠道吸引力、零售商努力显著正向影响消费者在线渠道迁徙意愿;消费者内在体验因素中多渠道自我效能感显著正向影响消费者在线渠道迁徙意愿,感知渠道转换成本显著负向影响消费者在线渠道迁徙意愿;感知渠道转换成本在多渠道自我效能感、在线渠道吸引力、零售商努力与消费者在线渠道迁徙意愿之间起部分中介作用,多渠道自我效能感在在线渠道吸引力与消费者在线渠道迁徙意愿之间起部分中介作用。Based on the SOR model,this paper constructs a model of consumers’online channel migration intention in the multi-channel retail environment,and explores the mechanism between external stimulus factors,consumers’internal experience factors and online channel migration intention.The empirical results show that among the external incentives,the attraction of online channels and the efforts of retailers have a significant positive impact on consumers’willingness to adopt online channels.Among the internal experience factors of consumers,the multi-channel self-efficacy significantly and positively influences consumers’online channel migration intention while the perceived cost significantly and negatively influences consumers’online channel migration intention.Perceived channel switching cost plays a partial mediating role in the relationship between multi-channel self-efficacy,online channel attraction,retailer effort and consumers’online channel migration intention while the multi-channel self-efficacy plays a partial mediation role between online channel attraction and consumers’online channel migration intention.

关 键 词：多渠道零售 在线渠道迁徙意愿 S-O-R理论模型 渠道策略 

分 类 号：F713[经济管理—产业经济]