中国互联网用户网上购物研究
摘要
在巨大的网民规模的推动下,中国的网上购物迅速发展。深入地了解互联网用户,以吸引非网上购物者投入到网上购物的热潮中,保持网上购物者的参与热情,以及更加细致地研究网上购物者与非网上购物者,就成为了理论界和市场营销人员的关注热点。
经历了人口与社会经济状况、计算机互联网使用情况及网上购物经验的研究阶段,网上购物研究现已进入到了生活方式这一更深层次。本研究借鉴国内外关于互联网用户网上购物生活方式的研究成果,尤其是Smith与Swinyard所开发的网上购物生活方式量表与美国互联网用户网上购物生活方式模型,经过问卷翻译、实施调查、数据分析及讨论,发现了美国互联网用户网上购物生活方式模型基本适用于中国,以此为基础,将中国互联网用户网上购物者划分成四类群体:害怕型购物者、尝试型购物者、犹豫型购物者、购物爱好者;非网上购物者也可划分成四个群体:害怕型的保守主义者、技术困惑者、犹豫型浏览者、不愿尝试者,对每一类别进行细致的描述与营销讨论。
经过进一步的分析,本研究还得到了中国互联网用户网上购物生活方式的九个方面,分别是方便有趣、风险、感知能力不足、网上浏览、害怕网上购物、实体商店的乐趣、实体商店的价格与服务、物流、离家购物的麻烦,从而提出了中国互联网用户网上购物生活方式模型。
Fueled by numerous Internet users, Internet shopping has stepped on a stage of rapid growth in China. Looking insight of Internet users, attracting the Non-shoppers joining in the Internet shopping campaign, sustaining the enthusiasm of Internet shoppers, and making more deeper understanding of segments of Internet shoppers and Non-shoppers, have become the key attention of researchers and enterprises.
From the aspect of demographics and social-economy status to computer, network and Internet shopping experience, researchers have been deep into the lifestyle of Internet shopping. On the basis of relevant theories of lifestyle study of Internet users, especially the lifestyle scale of Internet shopping and the lifestyle model of Internet shopping of American Internet users made by Smith and Swinyard, through questionnaire translation, survey conducting, data analysis and discussion, we found out that the lifestyle model of Internet shopping of American Internet shopping is suitable for china, that the Internet shoppers of China comprise of these four segments: fearful shoppers, tentative shoppers, scrupulous shoppers, shopping lovers, that the Internet non-shoppers also comprises of four segments: fearful conservatives, technology muddler, scrupulous browsers, hesitated non-shoppers, and then profile the eight segments in various aspects.
We also extracted nine factors of the lifestyle of Internet users in China, and those are convenience, risk, self-inefficacy, windows-shopping, be fearful to Internet shopping, the enjoyment of local store, the price and service of local store, logistics, trouble of leaving home for shopping, and finally, we constructed the lifestyle model of Internet shopping in China.
经历了人口与社会经济状况、计算机互联网使用情况及网上购物经验的研究阶段,网上购物研究现已进入到了生活方式这一更深层次。本研究借鉴国内外关于互联网用户网上购物生活方式的研究成果,尤其是Smith与Swinyard所开发的网上购物生活方式量表与美国互联网用户网上购物生活方式模型,经过问卷翻译、实施调查、数据分析及讨论,发现了美国互联网用户网上购物生活方式模型基本适用于中国,以此为基础,将中国互联网用户网上购物者划分成四类群体:害怕型购物者、尝试型购物者、犹豫型购物者、购物爱好者;非网上购物者也可划分成四个群体:害怕型的保守主义者、技术困惑者、犹豫型浏览者、不愿尝试者,对每一类别进行细致的描述与营销讨论。
经过进一步的分析,本研究还得到了中国互联网用户网上购物生活方式的九个方面,分别是方便有趣、风险、感知能力不足、网上浏览、害怕网上购物、实体商店的乐趣、实体商店的价格与服务、物流、离家购物的麻烦,从而提出了中国互联网用户网上购物生活方式模型。
Fueled by numerous Internet users, Internet shopping has stepped on a stage of rapid growth in China. Looking insight of Internet users, attracting the Non-shoppers joining in the Internet shopping campaign, sustaining the enthusiasm of Internet shoppers, and making more deeper understanding of segments of Internet shoppers and Non-shoppers, have become the key attention of researchers and enterprises.
From the aspect of demographics and social-economy status to computer, network and Internet shopping experience, researchers have been deep into the lifestyle of Internet shopping. On the basis of relevant theories of lifestyle study of Internet users, especially the lifestyle scale of Internet shopping and the lifestyle model of Internet shopping of American Internet users made by Smith and Swinyard, through questionnaire translation, survey conducting, data analysis and discussion, we found out that the lifestyle model of Internet shopping of American Internet shopping is suitable for china, that the Internet shoppers of China comprise of these four segments: fearful shoppers, tentative shoppers, scrupulous shoppers, shopping lovers, that the Internet non-shoppers also comprises of four segments: fearful conservatives, technology muddler, scrupulous browsers, hesitated non-shoppers, and then profile the eight segments in various aspects.
We also extracted nine factors of the lifestyle of Internet users in China, and those are convenience, risk, self-inefficacy, windows-shopping, be fearful to Internet shopping, the enjoyment of local store, the price and service of local store, logistics, trouble of leaving home for shopping, and finally, we constructed the lifestyle model of Internet shopping in China.
引文
1中国互联网络信息中心.中国互联网络发展状况统计报告(2005年7月). 2005: 4
2中国互联网络信息中心.中国互联网络发展状况统计报告(2007年1月). 2007: 4
3刘枚莲.电子商务环境下的消费者行为研究.华中科技大学博士学位论文. 2004:1
4中国互联网络信息中心.中国互联网络热点调查报告(电子邮箱和网络购物). 2004:32,45,47
5 J.T. Plummer. The Concept and Application of Lifestyle Segmentation. Journal of Marketing. 1974,38:33
6 W.R. Swinyard, S.M. Smith. Why People (Don’t) Shop Online: a Lifestyle Study of the Internet Consumer. Psychology & Marketing. 2003,20(7):567~597
7 N. Donthu, A. Garcia. The Internet Shopper. Journal of Advertising Research. 1999,39:55
8 J. Chang, N. Samuel. Internet Shopper Demographics and Buying Behavior in Australia. The Journal of American Academy of Business. 2004,(9):174
9王宜楷.电子商务时代的消费者行为分析.市场周刊. 2004, 12:123~124
10 Zellner, Wendy. Wooing the Newbies. Business Week, New York, NY. 2000,5:15
11 M. Wedel, W. Kamakura. Market Segmentation: Conceptual and Methodological Foundations. 2nd ed. Kluwer Academy Publishers, 2000
12 A. Vellido. A Methodology for the Characterization of Business-to-Consumer E-Commerce. Liverpool John Moores University, PhD thesis. 2000
13 H.R. Li, C. Kuo, M.G. Russell. The impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers’Online Buying Behavior. JCMC. 1999,5(2): 1-23
14 M. Dahlen. Closing in on the Web Consumer. In: Bohlin, Brodin, Lundgren, Thorngren. Convergence in communications and beyond. Amsterdam, Elsevier.1999
15 D.L. Hoffman, W.D. Kalsbeek, T.P. Novak. Internet and Web Use in the UnitedStates: Baselines for Commercial Development. Communication of ACM. 1996, 39: 36-46
16 A. Rangaswamy, S. Gupta. Innovation adoption and Diffusion in the Digital Environment: Some Research Opportunities. eBusiness Research Center Working Paper.1999
17 M. Brengman, M. Geuens. Profiling Internet User Based on their Propensity to Adopt Online Shopping. Asia Pacific Advances in Consumer Research Conference,Beijing,China.2002
18伍丽君.网上消费者行为分析.湖北社会科学. 2001,12:19~20
19 F.D. Davis, A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. MIT Sloan School of Management, MA. 1986
20 F.D. Davis, R.P. Bagozzi, P.R. Warshaw. User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science. 1989,(8):982~1003
21 F.D. Davis. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. 1989, (9):319~339
22 T.P. Monsuwe, B.G.C. Dellaert, K. de Ruyter. What Drives Consumers to Shop Online? a Literature Review. International Journal of Service Industry Management.2004,(1): 102-121
23上海艾瑞市场咨询有限公司.中国网上购物研究报告2004年简版. 2004:8
24 A. Bhatnagar, S. Misra, H.R. Rao. On Risk, Convenience, and Internet Shopping Behavior. Communication of ACM. 2000, 43(11):100
25张黎.网民传统的网下购物习惯与其网上购物行为的关联性及其实践意义.管理科学. 2006,19(2):13~21
26季怡.网络购物的跨文化研究——析中美文化差异对消费者的影响.北京第二外国语学院学报(外语版).2006,(8):69~74
27 O. Kucukemiroglu. Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism. European Journal of Marketing. 1999,33:473
28费孝通.社会学概论.天津人民出版社,1984:266
29 W. Lazer, Lifestyle Concepts and Marketing. American Marketing Association, Chicago. 1963
30 J. Horley. A Longitudinal Examination of Lifestyles. Social Indicators Research.1992,26:205~207
31 G.T. Green, H.K. Cordell, C.J. Bertz, C. Distefano. Construction and Validation of the National Survey on Recreation and the Environment’s Lifestyle Scale. Journal of Leisure Research. 2006, 38(4):514,517
32 A.J. Veal. The Concept of Lifestyle: a Review. Leisure Studies. 1993, 12:243
33 N.J. Gladwell. A Psychographic and Sociodemographic Analysis of State Park Inn Users. Journal of Travel Research 1990,28: 15-20
34周晶.20世纪前半叶西藏社会生活状态研究(1900-1959).西北大学博士学位论文.2005:14
35符明秋.重庆市城市居民生活方式及体质的现状与对策研究.西南大学博士学位论文. 2006:6
36 W. Wells, D. Tigert. Activities, Interests, and Opinions. Journal of Advertising Research. 1977,11(4):27~35
37 R.L. Moore, B.L. Driver. Introduction to Outdoor Recreation: Providing and Managing Natural Resource Based Opportunities. State College, PA: Venture Publishing, Inc.2005
38 F. Gilbert, W. Warren. Psychographic Constructs and Demographic Segments. Psychology & Marketing.2005,12: 223-237
39 S. Todd. R. Lawson. Lifestyle Segmentation and Museum/Gallery Visiting Behavior. International Journal of Nonprofit and Voluntary Sector Marketing. 2001,6(3):275~276
40 S.M. Smith, W.R. Swinyard. The Identification of Shopping Behaviors among Internet Users. World Marketing Congress, Cardiff Business School.2001
41 C.R. Allred, S.M. Smith, W.R. Swinyard. E-shopping Lovers and Fearful Conservatives: a Market Segmentation Analysis. International Journal of Retail & Distribution Management. 2006,34:308~333
42 M. Brengman, M. Geuens, B.Weijters, S.M. Smith, W.R. Swinyard. Segmenting Internet Shoppers Based on their Web-usage-related Lifestyle: a Cross-cultural validation. Journal of Business Research. 2005,58:79~88
43 D. Mutum, E. Ghazali. Online Shoppers Vs Non-Shoppers: a Lifestyle Study of Malaysian Internet Users. Proceedings of the 2006 Academy for Global Business Advancement Third World Congress, Malasia,2006
44 J. Benedict, E.M. Steenkamp, F.T. Hofstede. International Market Segmentation:Issues and Perspectives. International Journal of Research in Marketing. 2002, 19:199
45 E.A. Greenleaf. Improving Rating Scale Measures by Detecting and Correcting Bias Components in Some Response Styles. Journal of Marketing Research. 1992,XXIX:177
46 C. Chen, S. Lee, H.W. Stevenson, Response Style and Cross-cultural Comparisons of Rating Scales among East Asian and North American Students. American Psychological Society. 1995,6(3):170
47 H. Baumgartner, J.B.E.M. Steenkamp. Response Styles in Marketing Research: a Cross-National Investigation, Journal of Marketing Research. 2001, XXXVIII: 145
48侯利强.意见领袖存在的深层心理动因.山东视听.2006,(11):15
49斯蒂文?小约翰.传播理论.陈德民.中国社会科学出版社.1999:592
50黄卓龄,黄钦胜.论互联网口碑营销.科学学与科学技术管理. 2002. (1):53
51艾尔?巴比.社会研究方法.邱泽齐.第10版.华夏出版社,2005:267
52 http://www.surveyz.com/TakeSurvey?id=42742
53郭志刚.社会统计分析方法——SPSS软件应用.中国人民大学出版社, 1999: 88
54侯杰泰,温忠麟,成子娟.结构方程模型及其应用.教育科学出版社, 2004:15~17
2中国互联网络信息中心.中国互联网络发展状况统计报告(2007年1月). 2007: 4
3刘枚莲.电子商务环境下的消费者行为研究.华中科技大学博士学位论文. 2004:1
4中国互联网络信息中心.中国互联网络热点调查报告(电子邮箱和网络购物). 2004:32,45,47
5 J.T. Plummer. The Concept and Application of Lifestyle Segmentation. Journal of Marketing. 1974,38:33
6 W.R. Swinyard, S.M. Smith. Why People (Don’t) Shop Online: a Lifestyle Study of the Internet Consumer. Psychology & Marketing. 2003,20(7):567~597
7 N. Donthu, A. Garcia. The Internet Shopper. Journal of Advertising Research. 1999,39:55
8 J. Chang, N. Samuel. Internet Shopper Demographics and Buying Behavior in Australia. The Journal of American Academy of Business. 2004,(9):174
9王宜楷.电子商务时代的消费者行为分析.市场周刊. 2004, 12:123~124
10 Zellner, Wendy. Wooing the Newbies. Business Week, New York, NY. 2000,5:15
11 M. Wedel, W. Kamakura. Market Segmentation: Conceptual and Methodological Foundations. 2nd ed. Kluwer Academy Publishers, 2000
12 A. Vellido. A Methodology for the Characterization of Business-to-Consumer E-Commerce. Liverpool John Moores University, PhD thesis. 2000
13 H.R. Li, C. Kuo, M.G. Russell. The impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers’Online Buying Behavior. JCMC. 1999,5(2): 1-23
14 M. Dahlen. Closing in on the Web Consumer. In: Bohlin, Brodin, Lundgren, Thorngren. Convergence in communications and beyond. Amsterdam, Elsevier.1999
15 D.L. Hoffman, W.D. Kalsbeek, T.P. Novak. Internet and Web Use in the UnitedStates: Baselines for Commercial Development. Communication of ACM. 1996, 39: 36-46
16 A. Rangaswamy, S. Gupta. Innovation adoption and Diffusion in the Digital Environment: Some Research Opportunities. eBusiness Research Center Working Paper.1999
17 M. Brengman, M. Geuens. Profiling Internet User Based on their Propensity to Adopt Online Shopping. Asia Pacific Advances in Consumer Research Conference,Beijing,China.2002
18伍丽君.网上消费者行为分析.湖北社会科学. 2001,12:19~20
19 F.D. Davis, A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. MIT Sloan School of Management, MA. 1986
20 F.D. Davis, R.P. Bagozzi, P.R. Warshaw. User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science. 1989,(8):982~1003
21 F.D. Davis. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. 1989, (9):319~339
22 T.P. Monsuwe, B.G.C. Dellaert, K. de Ruyter. What Drives Consumers to Shop Online? a Literature Review. International Journal of Service Industry Management.2004,(1): 102-121
23上海艾瑞市场咨询有限公司.中国网上购物研究报告2004年简版. 2004:8
24 A. Bhatnagar, S. Misra, H.R. Rao. On Risk, Convenience, and Internet Shopping Behavior. Communication of ACM. 2000, 43(11):100
25张黎.网民传统的网下购物习惯与其网上购物行为的关联性及其实践意义.管理科学. 2006,19(2):13~21
26季怡.网络购物的跨文化研究——析中美文化差异对消费者的影响.北京第二外国语学院学报(外语版).2006,(8):69~74
27 O. Kucukemiroglu. Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism. European Journal of Marketing. 1999,33:473
28费孝通.社会学概论.天津人民出版社,1984:266
29 W. Lazer, Lifestyle Concepts and Marketing. American Marketing Association, Chicago. 1963
30 J. Horley. A Longitudinal Examination of Lifestyles. Social Indicators Research.1992,26:205~207
31 G.T. Green, H.K. Cordell, C.J. Bertz, C. Distefano. Construction and Validation of the National Survey on Recreation and the Environment’s Lifestyle Scale. Journal of Leisure Research. 2006, 38(4):514,517
32 A.J. Veal. The Concept of Lifestyle: a Review. Leisure Studies. 1993, 12:243
33 N.J. Gladwell. A Psychographic and Sociodemographic Analysis of State Park Inn Users. Journal of Travel Research 1990,28: 15-20
34周晶.20世纪前半叶西藏社会生活状态研究(1900-1959).西北大学博士学位论文.2005:14
35符明秋.重庆市城市居民生活方式及体质的现状与对策研究.西南大学博士学位论文. 2006:6
36 W. Wells, D. Tigert. Activities, Interests, and Opinions. Journal of Advertising Research. 1977,11(4):27~35
37 R.L. Moore, B.L. Driver. Introduction to Outdoor Recreation: Providing and Managing Natural Resource Based Opportunities. State College, PA: Venture Publishing, Inc.2005
38 F. Gilbert, W. Warren. Psychographic Constructs and Demographic Segments. Psychology & Marketing.2005,12: 223-237
39 S. Todd. R. Lawson. Lifestyle Segmentation and Museum/Gallery Visiting Behavior. International Journal of Nonprofit and Voluntary Sector Marketing. 2001,6(3):275~276
40 S.M. Smith, W.R. Swinyard. The Identification of Shopping Behaviors among Internet Users. World Marketing Congress, Cardiff Business School.2001
41 C.R. Allred, S.M. Smith, W.R. Swinyard. E-shopping Lovers and Fearful Conservatives: a Market Segmentation Analysis. International Journal of Retail & Distribution Management. 2006,34:308~333
42 M. Brengman, M. Geuens, B.Weijters, S.M. Smith, W.R. Swinyard. Segmenting Internet Shoppers Based on their Web-usage-related Lifestyle: a Cross-cultural validation. Journal of Business Research. 2005,58:79~88
43 D. Mutum, E. Ghazali. Online Shoppers Vs Non-Shoppers: a Lifestyle Study of Malaysian Internet Users. Proceedings of the 2006 Academy for Global Business Advancement Third World Congress, Malasia,2006
44 J. Benedict, E.M. Steenkamp, F.T. Hofstede. International Market Segmentation:Issues and Perspectives. International Journal of Research in Marketing. 2002, 19:199
45 E.A. Greenleaf. Improving Rating Scale Measures by Detecting and Correcting Bias Components in Some Response Styles. Journal of Marketing Research. 1992,XXIX:177
46 C. Chen, S. Lee, H.W. Stevenson, Response Style and Cross-cultural Comparisons of Rating Scales among East Asian and North American Students. American Psychological Society. 1995,6(3):170
47 H. Baumgartner, J.B.E.M. Steenkamp. Response Styles in Marketing Research: a Cross-National Investigation, Journal of Marketing Research. 2001, XXXVIII: 145
48侯利强.意见领袖存在的深层心理动因.山东视听.2006,(11):15
49斯蒂文?小约翰.传播理论.陈德民.中国社会科学出版社.1999:592
50黄卓龄,黄钦胜.论互联网口碑营销.科学学与科学技术管理. 2002. (1):53
51艾尔?巴比.社会研究方法.邱泽齐.第10版.华夏出版社,2005:267
52 http://www.surveyz.com/TakeSurvey?id=42742
53郭志刚.社会统计分析方法——SPSS软件应用.中国人民大学出版社, 1999: 88
54侯杰泰,温忠麟,成子娟.结构方程模型及其应用.教育科学出版社, 2004:15~17