研究型购物者为何回归离线渠道购买？——基于感知风险和感知成本视角

Why Research Shoppers Return to Offline Sales Channels for Purchase: Based on Perspective of Perceived Risk and Perceived Cost

中文关键词:  研究型购物者  感知风险  感知成本  在线购买经验  离线购买  多渠道

英文关键词:research shopper  perceived risk  perceived cost  online purchasing experience  offline purchase  multi-channel

中文摘要:

      针对“反展厅”现象,从感知风险和感知成本视角,探究了多渠道零售环境下研究型购物者从在线渠道回归离线渠道购买的行为机制。采用问卷调研方法,运用结构方程模型对样本数据进行了实证研究,结果表明:在线环境下的感知风险和感知成本显著影响离线购买意愿,进而显著影响离线购买行为；在线购买经验显著负向调节了在线感知风险与离线购买意愿之间的关系,而对感知成本与离线购买意愿关系的正向调节效应并不显著；转换成本对离线购买意愿与离线购买行为关系的负向调节效应不显著,对离线购买行为的负向作用显著。因此,多渠道零售商应充分发挥比较优势,积极构建多渠道,培育网络购买信任,在市场细分的基础上优化营销策略,才能有效应对研究型购物者的“渠道搭便车”行为,进而实现渠道保留。

英文摘要:

      For the “web-rooming” phenomenon, from the perspective of perceived risk and perceived cost, this paper explores the mechanism about the behavior of research shoppers who switch their purchase from online channel to offline channel in the context of multi-channel retail. With the method of survey questionnaire, we apply the Structural Equation Model to the empirical study on the sample data. The research shows the following results. The perceived risk and perceived cost of online environment significantly affect offline purchase intention, and significantly affect offline purchasing behavior. The online purchasing experience has significantly negative adjustment to the relationship between perceived risk and offline purchase intention, while it has not significantly positive effect in adjusting the relationship between perceived cost and offline purchase intention. The switching cost has a significantly negative effect on offline purchase behavior, however, with no significant mediation effect on the relationship between offline purchasing intention and offline purchase behavior. Therefore, multi-channel retailers should give full play to their comparative advantages, actively build the multi-channels, cultivate the online purchase trust, and optimize the marketing strategies based on market segmentation so as to effectively cope with the “channel free rider” behavior of research shoppers and then realize the “channel reservation”.