多渠道零售系统顾客采纳意愿的影响因素研究——基于网络购物经验的调节作用

Study on Influencing Factors of Customers' Adoption Intention in Multichannel Retailing System Based on Moderating Role of Online Shopping Experience

中文关键词:  零售  多渠道零售系统  网络购物经验  顾客感知价值  顾客采纳意愿  结构方程模型

英文关键词:retailing  multichannel retailing system  online shopping experience  customer perceived value  customers' adoption intention  structural equation model

中文摘要:

      多渠道零售能产生“顾客锁定”效应,但该效应往往由于顾客对多渠道零售系统的采纳意愿低而不明显。文章探讨了影响顾客采纳多渠道零售系统的因素及其影响程度在网络购物经验不同的顾客之间的差异。通过建立多渠道零售系统的采纳意愿模型,以问卷调查的方式收集了438个有效样本,采用结构方程模型方法验证了顾客感知价值的四个维度(省钱、便利、探索、娱乐)对多渠道零售系统采纳意愿的影响和网络购物经验的调节作用。研究结果表明,顾客感知价值能通过多渠道零售系统使用态度显著影响顾客对该系统的采纳意愿；网络购物经验显著调节“省钱”与“探索”对多渠道零售系统使用态度的影响,而对“便利”“娱乐”与多渠道零售系统使用态度的关系未起到显著调节作用。零售商可采取措施强化顾客对“省钱”“探索”“便利”“娱乐”的感知,从而促进顾客对多渠道零售系统的采纳。

英文摘要:

      Multichannel retailing has the “customer lock-in” effect, but this effect is not usually obvious because of customers' low intention in adopting the multichannel retailing system. This study explores the factors which affect customers' adoption intention of multichannel retailing system as well as the difference in the effects of these factors among customers with different online shopping experiences. It constructs an adoption intention model of multichannel retailing system, then collects the 438 valid samples by questionnaire and uses the structural equation model (SEM) to test the impacts of four dimensions of customer perceived value (i.e. money saving, convenience, exploration and entertainment) upon adoption intention of multichannel retailing system and it also examines the moderating role of online shopping experiences. The results show that customer perceived value significantly affect the adoption intention of multichannel retailing system by the attitude in using the multichannel retailing system. Online shopping experience significantly moderates the effects of money saving and exploration upon attitude in using the multichannel retailing system, while the experience does not significantly moderate the relationship between convenience or entertainment and attitude in using the multichannel retailing system. Retailers can take measures to strengthen customer perception of money saving, exploration, convenience and entertainment and thus promote customers' adoption of multichannel retail system. 