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北京工商大学学报(社会科学版)摇 摇 摇 摇 2019 年摇 第 1 期

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

1 1 2
LIU Yizhi , HU Zhengyan & TANG Dingna
(1郾 Management College/ China Karst Regional Rural Revitalization Research Institute, Guizhou University,
Guiyang, Guizhou 550025, China;
2郾 School of Business Administration, Zhongnan University of Economics and Law, Wuhan, Hubei 430073, China)

Abstract: For the “web鄄rooming冶 phenomenon, from the perspective of perceived risk and perceived cost, this paper ex鄄
plores the mechanism about the behavior of research shoppers who switch their purchase from online channel to offline channel in
the context of multi鄄channel retail. With the method of survey questionnaire, we apply the Structural Equation Model to the em鄄
pirical study on the sample data. The research shows the following results. The perceived risk and perceived cost of online envi鄄
ronment 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 switc鄄
hing cost has a significantly negative effect on offline purchase behavior, however, with no significant mediation effect on the rela鄄
tionship between offline purchasing intention and offline purchase behavior. Therefore, multi鄄channel retailers should give full
play to their comparative advantages, actively build the multi鄄channels, cultivate the online purchase trust, and optimize the mar鄄
keting strategies based on market segmentation so as to effectively cope with the “channel free rider冶 behavior of research shop鄄
pers and then realize the “channel reservation冶.
Key Words: research shopper; perceived risk; perceived cost; online purchasing experience; offline purchase; multi鄄
channel

(本文责编摇 邓摇 艳)

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