全渠道零售模式下消费者体验影响因素重要性比较
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摘要
零售业经历单渠道、多渠道、跨渠道步入全渠道阶段,在这一新兴模式下企业提高消费者体验,可增强顾客满意度和再购买意愿。借鉴已有研究成果,结合符合我国国情的体验维度构建全渠道零售八个阶段的消费者体验影响因素指标体系,深入分析顾客心理特征,在马斯洛需求层次理论的基础上将影响因素归类为五大方面,采用归类分析的方法对不同体验需求层次中各因素的重要性进行确定,旨为企业在全渠道零售模式下提升消费者体验满意度提供决策依据。
The retail industry has past through the stages of the single channel,multichannel and cross channel,is nowentering the omni-channel stage. In this newmode,the customer satisfaction and the repurchase intention of consumers can be enhanced by the enterprise improvement of consumer experience.Using the existing research results,and combining with the experience dimension of the national conditions in China,the index system of consumer experience influencing factors is constructed in the eight stages of the omni-channel retail. The customer psychological characteristics are analyzed deeply. On the basis of Maslow's Hierarchy of Needs theory, the influencing factors are classified into five aspects. The importance of each factor in different levels of experience needs is determined by categorization analysis,so as to provide a decision-making basis for enterprises to enhance experience satisfaction of consumers in the omni-channel retail mode.
The retail industry has past through the stages of the single channel,multichannel and cross channel,is nowentering the omni-channel stage. In this newmode,the customer satisfaction and the repurchase intention of consumers can be enhanced by the enterprise improvement of consumer experience.Using the existing research results,and combining with the experience dimension of the national conditions in China,the index system of consumer experience influencing factors is constructed in the eight stages of the omni-channel retail. The customer psychological characteristics are analyzed deeply. On the basis of Maslow's Hierarchy of Needs theory, the influencing factors are classified into five aspects. The importance of each factor in different levels of experience needs is determined by categorization analysis,so as to provide a decision-making basis for enterprises to enhance experience satisfaction of consumers in the omni-channel retail mode.
引文
[1]蔡凌飞,苏贵影. O2O模式下消费者体验影响因素研究[J].科技和产业,2015(4):94-97.
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[11]陈娟,钟雨露,邓胜利.移动社交平台用户体验的影响因素分析与实证——以微信为例[J].情报理论与实践,2016(1):95-99.
[12]陈娟,邓胜利.社会化问答平台用户体验影响因素实证分析——以知乎为例[J].图书情报工作,2015(24):102-108.
[13]温韬.情调体验影响因素及其作用机制的实证研究──以服装专卖店为例[J].对外经贸,2015(11):99-102.
[14]Joseph B P,James H G. Welcome to the experience economy[J]. Harvard Business Review,1998(1):7-8.
[15]Bernd H S. Experiential marketing[M]. New York:The Free Press,1999:53-67.
[16]李建州,范秀成.三维度服务体验实证研究[J].旅游科学,2006(2):54-59.
[17]Rigby D. The future of shopping[J]. Harvard Business Review,2011(12):64-75.
[18]颜艳春.第三次零售革命[M].北京:机械工业出版社,2014:178-181.
[19]齐永智,张梦霞.全渠道零售:演化、过程与实施[J].中国流通经济,2014(12):115-121.
[20]Weinberg B D. Multichannel marketing:mind-set and program development[J]. Business Horizons,2007,50(5):385-394.
[21]Chiara G. How to sustain the customer experience:an overview of experience components that co-create value with the customer[J]. European Management Journal,2007,25(5):359-410.
[22]张凤超,尤树洋.体验价值结构维度理论模型评介[J].外国经济与管理. 2009(8):46-52.
[23]Grewal D. Customer experience management in retailing:an organizing framew ork[J]. Journal of Retailing,2009,85(1):1-14.
[24]Hart A T,Farrell A M,Stachow G,et al. Enjoyment of the shopping experience:impact on customers’patronage intentions and gender influence[J]. The Service Industries Journal,2007,27(5):583-604.
[25]Maslow A H. A theory of human motivation[J].Psychological Review,1943,50(4):370.
[2]傅云霞.消费者品牌体验影响因素探析[J].时代金融,2016(8):216-217.
[3]杜芹平,张雪丽.线上女装购物体验影响因素研究[J].中国市场,2016(1):26-28.
[4]黄飞,黄健柏.基于畅体验的网络消费偏好影响因素研究[J].管理学报,2014(5):733-739.
[5]刘铁,李桂华,卢宏亮.线上线下整合营销策略对在线零售品牌体验影响机理[J].中国流通经济,2014(11):51-57.
[6]李光明,蔡旺春.基于网站特性的在线购物体验研究[J].中国流通经济,2015(11):96-104.
[7]曹园园,张建同,潘永刚.电子商务顾客体验评价指标体系研究[J].统计与决策,2014(3):73-75.
[8]孙永波,袁月.全渠道下的体验营销述评与展望[J].科技与经济,2016(5):1-5.
[9]洪国彬,廖敏.团购网站O2O用户体验影响因素实证研究[J].华侨大学学报(哲学社会科学版),2015(3):68-76.
[10]袁贵.实证分析跨境电子商务客户体验影响因素[J].电子商务,2016(4):11.
[11]陈娟,钟雨露,邓胜利.移动社交平台用户体验的影响因素分析与实证——以微信为例[J].情报理论与实践,2016(1):95-99.
[12]陈娟,邓胜利.社会化问答平台用户体验影响因素实证分析——以知乎为例[J].图书情报工作,2015(24):102-108.
[13]温韬.情调体验影响因素及其作用机制的实证研究──以服装专卖店为例[J].对外经贸,2015(11):99-102.
[14]Joseph B P,James H G. Welcome to the experience economy[J]. Harvard Business Review,1998(1):7-8.
[15]Bernd H S. Experiential marketing[M]. New York:The Free Press,1999:53-67.
[16]李建州,范秀成.三维度服务体验实证研究[J].旅游科学,2006(2):54-59.
[17]Rigby D. The future of shopping[J]. Harvard Business Review,2011(12):64-75.
[18]颜艳春.第三次零售革命[M].北京:机械工业出版社,2014:178-181.
[19]齐永智,张梦霞.全渠道零售:演化、过程与实施[J].中国流通经济,2014(12):115-121.
[20]Weinberg B D. Multichannel marketing:mind-set and program development[J]. Business Horizons,2007,50(5):385-394.
[21]Chiara G. How to sustain the customer experience:an overview of experience components that co-create value with the customer[J]. European Management Journal,2007,25(5):359-410.
[22]张凤超,尤树洋.体验价值结构维度理论模型评介[J].外国经济与管理. 2009(8):46-52.
[23]Grewal D. Customer experience management in retailing:an organizing framew ork[J]. Journal of Retailing,2009,85(1):1-14.
[24]Hart A T,Farrell A M,Stachow G,et al. Enjoyment of the shopping experience:impact on customers’patronage intentions and gender influence[J]. The Service Industries Journal,2007,27(5):583-604.
[25]Maslow A H. A theory of human motivation[J].Psychological Review,1943,50(4):370.