智能家居联动场景下消费者线下体验对线上购买行为的链式影响机制研究  

Research on the Chain Effect Mechanism of Consumers′Offline Experience on Online Purchase Behavior in the Smart Home Linkage Scenario

作　　者：杨栩[1] 孟明明 李宏扬 YANG Xu;MENG Ming-ming;LI Hong-yang(School of Economics and Management,Harbin Engineering University,Harbin 150006,China)

机构地区：[1]哈尔滨工程大学经济管理学院,哈尔滨150001

出　　处：《商业研究》2022年第4期67-75,共9页Commercial Research

基　　金：国家自然科学基金项目,项目编号:71774035;教育部人文社会科学研究规划基金项目,项目编号:19YJA630015;黑龙江省自然科学基金项目,项目编号:LH2019G005。

摘　　要：随着AI+IoT在实际应用中落地融合,企业智能家居联动技术已趋于成熟,消费者对智能家居联动场景的强烈需求正导致“线下体验+线上购买”消费模式快速形成。本文聚焦于消费者线上购买行为的感知与决策过程,在智能家居联动场景下,运用体验学习理论构建“线下体验—感知风险—感知质量—线上购买行为”的链式影响机制模型,并运用回归分析与Bootstrap方法实证检验了上述链式中介关系。研究结果表明,在智能家居联动场景下,线下体验对线上购买行为具有正向影响,感知风险和感知质量在线下体验与线上购买行为关系中发挥链式中介作用。进一步研究发现不同消费者价格敏感程度的分组下,从线下体验到线上购买行为的作用过程会出现感知阶段跨越这一独特现象,即随着价格敏感程度降低,线下体验到线上购买过程的阶段跨越逐渐增多。With the integration of AI+IoT in practical applications,enterprise smart home linkage technology has become mature.In this context,consumers′demand for smart home linkage scenarios is leading to the formation of the consumption model of“offline experience+online purchase”.This paper focuses on the decision-making process of consumers′online purchase behavior,using theory to build“offline experience,perceived risk,perceived quality,and online purchase behavior”of the chain effect mechanism model,and empirically tests the above chain intermediary relationship.The results show that in the smart home linkage scenario,perceived risk and perceived quality play a chain mediating role in the relationship between offline experience and online purchase behavior.Further research found that under different groups of consumers with different price sensitivity,the process from experience to purchase behavior would have a phenomenon of perception stage spanning,that is,with the decrease of price sensitivity,the stage spanning from experience to purchase process gradually increased.

关 键 词：智能家居联动场景 消费者 线下体验 线上购买行为 链式影响机制 

分 类 号：F273.1[经济管理—企业管理]