渠道整合质量对消费者行为意向的影响机制研究  

Research on the Influence Mechanism of Channel Integration Quality On Consumer Behavior Intention

作　　者：鲁银梭[1] 段怡杰 乔杰 LU Yinsuo;DUAN Yijie;QIAO Jie

机构地区：[1]浙江农林大学

出　　处：《价格理论与实践》2023年第5期196-199,共4页Price:Theory & Practice

基　　金：杭州市哲学社会科学规划课题“创业生态系统的动态演化与价值共创机制——以杭州市为例”(项目编号:G21JC010)。

摘　　要：在渠道一体化进程日益加快的零售环境下,渠道整合质量已经成为零售商吸引用户注意力、优化用户体验和提高用户满意度的重要因素之一。本文基于S-O-R理论,构建渠道整合质量—消费者感知价值—消费者行为意向模型,实证研究显示:渠道整合广度、渠道服务透明度、信息的一致性和过程一致性等渠道整合质量多维度正向影响消费者的行为意向,并通过消费者的感知价值影响消费者的行为和决策。基于研究结论,多渠道零售企业应从提高渠道广度、优化购物过程、提升渠道管理能力等方面,增强消费者的感知价值,提升消费者的行为意向,促进消费者积极的消费决策和消费行为,满足消费者更深层次的消费。In the retail environment where the process of channel integration is accelerating,the quality of channel integration has become one of the important factors for retailers to attract consumer attention,optimize consumer experience and improve consumer satisfaction.Based on S-O-R theory,this paper constructs a model of channel integration quality,consumer perceived value,and consumer behavioral intention.Empirical research shows that the breadth of channel integration,transparency of channel services,consistency of information and consistency of processes have significant positive impacts on consumer behavioral intention.The four dimensions of channel integration quality influence consumers'behavior intention and decision-making through their perceived value.Based on the research conclusions,this paper proposes that multi-channel retail enterprises should enhance the perceived value of consumers and increase consumer satisfaction to promote positive consumption decisions and consumption behaviors and meet deeper consumption levels by improving channel breadth,optimizing the shopping process,and improving channel management capabilities.

关 键 词：渠道整合质量 感知社会价值 感知情感价值 感知功能价值 消费者行为意向 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]