消费者网上商店选择影响因素研究
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摘要
电子商务正在改变着消费者与企业间交易的许多方面。电子商务的飞速发展,对传统的制造、营销、零售行业产生了深远的影响,这种变革客观上需要对在线消费者行为作进一步清晰的描述与解释。作为网络购物最重要的交易平台以及最主要的业态形势,网上商店可以有效降低买卖双方的交易成本、实现与客户的有效互动,让客户突破时空限制随时随地网上购物。网上商店的发展前景非常广阔,但因其较低的进入成本,网上商店之间的竞争也愈来愈激烈。因此,了解消费者网上购物时对网上商店选择的影响因素,有针对性地制定符合自己的营销策略已成为一个亟待解决的问题,论文对此问题进行了理论与实证研究。
以消费者感知价值理论模型为基础,根据相关研究的结论及其适当演化,归纳出与消费者网上商店选择相关的影响因素,即购物体验、商品价格、感知商品质量、感知风险,然后根据它们之间的联系以及对购买意向的影响作用提出假设,构建了消费者网上商店选择的影响因素研究模型。对于问卷调查取得的数据,首先使用SPSS 15.0进行信度与效度分析,然后利用LIESREL 8.70构建结构方程模型对影响消费者网上商店选择行为的因素进行实证检验。
结构方程建模结果证明了购物体验、商品价格、感知风险对购买意向的影响作用,其中感知风险对购买意向的影响作用最为显著,商品价格对购买意向不仅有直接的影响,还存在一条以感知风险为中介的影响路径。感知商品质量对感知风险、感知商品质量对购买意向的影响作用则未得到证实,这与国外的研究结论存在一定的差别。最后,根据研究的结论分别从购物体验、商品价格、感知风险、感知商品质量四个方面提出对网上商店经营者的建议。
E-Commerce is changing the transactions between consumers and business. The rapid development of it has a profound impact on traditional manufacturing, marketing, retail industry. As a result the changes need for further description and interpretation of the online consumer behavior. As the most important trading platform and the main format of online shopping, online store can effectively reduce the transaction costs between sellers and buyers, make effective interaction with customers and help them shop on the Internet anytime, anywhere. Although they have very broad prospects for development, there have been more and more intense competitions between online stores because of their low cost of entry. Therefore, the understanding of consumers’store choice on the Internet to formulate its own targeted marketing strategy has become an urgent issue to resolve. This study will be carried out theoretical and empirical research on this issue.
Based on the theoretical model of customer perceived value, the study make appropriate variations of it, induce the relevant factors of consumers’online store choice, i.e. the valence of experience, the prices, perceived product quality and perceived risk and then build the consumers’online store choice model. For the survey data, the study first use SPSS 15.0 for reliability and validity analyses, and then use LIESREL 8.70 to construct structural equation model to make an empirical research on it.
The results of structural equation modeling show that the valence of experience, the price and the perceived risk have impact on purchase intention. While the perceived risk has the most notable impact on purchase intention, and the prices impacts purchase intention with the perceived risk as the intermediary. The impact of perceived product quality on perceived risk and perceived product quality on purchase intention have not been confirmed, which is different from conclusions of study abroad. Finally, in accordance with the findings of the study the proposals for online store managers were brought out from the aspects of the valence of experience, the prices, the perceived risk and the perceived product quality.
以消费者感知价值理论模型为基础,根据相关研究的结论及其适当演化,归纳出与消费者网上商店选择相关的影响因素,即购物体验、商品价格、感知商品质量、感知风险,然后根据它们之间的联系以及对购买意向的影响作用提出假设,构建了消费者网上商店选择的影响因素研究模型。对于问卷调查取得的数据,首先使用SPSS 15.0进行信度与效度分析,然后利用LIESREL 8.70构建结构方程模型对影响消费者网上商店选择行为的因素进行实证检验。
结构方程建模结果证明了购物体验、商品价格、感知风险对购买意向的影响作用,其中感知风险对购买意向的影响作用最为显著,商品价格对购买意向不仅有直接的影响,还存在一条以感知风险为中介的影响路径。感知商品质量对感知风险、感知商品质量对购买意向的影响作用则未得到证实,这与国外的研究结论存在一定的差别。最后,根据研究的结论分别从购物体验、商品价格、感知风险、感知商品质量四个方面提出对网上商店经营者的建议。
E-Commerce is changing the transactions between consumers and business. The rapid development of it has a profound impact on traditional manufacturing, marketing, retail industry. As a result the changes need for further description and interpretation of the online consumer behavior. As the most important trading platform and the main format of online shopping, online store can effectively reduce the transaction costs between sellers and buyers, make effective interaction with customers and help them shop on the Internet anytime, anywhere. Although they have very broad prospects for development, there have been more and more intense competitions between online stores because of their low cost of entry. Therefore, the understanding of consumers’store choice on the Internet to formulate its own targeted marketing strategy has become an urgent issue to resolve. This study will be carried out theoretical and empirical research on this issue.
Based on the theoretical model of customer perceived value, the study make appropriate variations of it, induce the relevant factors of consumers’online store choice, i.e. the valence of experience, the prices, perceived product quality and perceived risk and then build the consumers’online store choice model. For the survey data, the study first use SPSS 15.0 for reliability and validity analyses, and then use LIESREL 8.70 to construct structural equation model to make an empirical research on it.
The results of structural equation modeling show that the valence of experience, the price and the perceived risk have impact on purchase intention. While the perceived risk has the most notable impact on purchase intention, and the prices impacts purchase intention with the perceived risk as the intermediary. The impact of perceived product quality on perceived risk and perceived product quality on purchase intention have not been confirmed, which is different from conclusions of study abroad. Finally, in accordance with the findings of the study the proposals for online store managers were brought out from the aspects of the valence of experience, the prices, the perceived risk and the perceived product quality.
引文
侯杰泰等.结构方程模型及其应用[M].北京:教育科学出版社, 2004.
国家技术监督局.零售业态分类[G].标准出版社. 2004.
李怀祖.管理研究方法论[M].西安:西安交通大学出版社, 2003.
黎志成,刘枚莲.电子商务环境下的消费者行为研究[J].中国管理科学, 2002, 10(6): 88-91.
萧铭雄,蒋惠莲.消费者特性、网路企业特性、产品特性以及网路环境特性对网路购物行为影响之研究[J].资讯管理展望,2005, 7(2): 10-16.
新生代市场检测机构,中国青年校园先锋文化有限公司.中国大学生消费与生活形态研究报告(2004)[R]. http://www.sinomonitor.com.cn/sinoweb/.
颜永森.网路商店服务品质对消费者网站态度影响之实证研究[J]. 2001年科技与管理学术研讨会论文集, 2001, 11-20.
中国互联网络信息中心.第21次中国互联网络发展状况统计报告[R]. 2008. http://www.cnnic.net.cn/html/Dir/2008/03/28/5036.htm.
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Baker J., Grewal D., Parasuraman A. The influence of store environment on quality inferences and store image [J]. Journal of the Academy of Marketing Science, 1994, 22, 328–339.
Bellizzi J. A., Hite R. E. Environmental color, consumer feelings, and purchase likelihood [J]. Psychology & Marketing, 1992, 9, 347–363.
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Chen Lei-da, Gillenson M. L., Sherrell D. L. Enticing online consumers: an extended technology acceptance perspective [J]. Information & Management, 2002, 39, 705-719.
Chen Z., Dubinsky A. J. A conceptual model of perceived customer value in e-commerce: a preliminary investigation [J]. Psychology and Marketing, 2003, 20(4): 323-347.
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Donovan R. J., Rossiter J. R., Nesdale A. Store atmosphere and purchase behavior [J]. Journal of Retailing, 1994, 28, 307-319.
Dowling G. R., Staelin R. A model of perceived risk and intended risk-handling activity [J]. Journal of Consumer Research, 1994, 21, 119–134.
Eastlick M. A., Feinberg R. A. Gender differences in mail-catalog patronage behavior [J]. Journal of Direct Marketing, 1994, 8(2): 37-44.
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Eroglu S. A., Machleit K. A., and Davis L. M. Empirical testing of a model of online store atmospherics and shopper responses [J]. Psychology & Marketing, 2003, 20(2): 139-150.
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黎志成,刘枚莲.电子商务环境下的消费者行为研究[J].中国管理科学, 2002, 10(6): 88-91.
萧铭雄,蒋惠莲.消费者特性、网路企业特性、产品特性以及网路环境特性对网路购物行为影响之研究[J].资讯管理展望,2005, 7(2): 10-16.
新生代市场检测机构,中国青年校园先锋文化有限公司.中国大学生消费与生活形态研究报告(2004)[R]. http://www.sinomonitor.com.cn/sinoweb/.
颜永森.网路商店服务品质对消费者网站态度影响之实证研究[J]. 2001年科技与管理学术研讨会论文集, 2001, 11-20.
中国互联网络信息中心.第21次中国互联网络发展状况统计报告[R]. 2008. http://www.cnnic.net.cn/html/Dir/2008/03/28/5036.htm.
Alba J., Lynch J., Weitz B., Janiszewski C., Lutz R., Sawyer A., and Wood S. Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces [J]. Journal of Marketing, 1997, 61, 38-53.
Albrecht K. The only thing that matters: bringing the power of the customer into the center of your business [M]. New York, NY: Harper Business, 1992.
Baker J., A. Parasuraman, Dhruv G., Glenn B. V. The influence of multiple store environment cues on perceived merchandise value and patronage intentions [J]. Journal of Marketing, 2002, 66(2): 120-141.
Baker J., Grewal D., Parasuraman A. The influence of store environment on quality inferences and store image [J]. Journal of the Academy of Marketing Science, 1994, 22, 328–339.
Bellizzi J. A., Hite R. E. Environmental color, consumer feelings, and purchase likelihood [J]. Psychology & Marketing, 1992, 9, 347–363.
Bellman S., Lohse G. L., Johnson E. J. Predictors of online buying behavior [J]. Communication of the ACM, 1999, 42(12): 32-38.
Bhattacherjee A. Understanding information systems continuance: an expectation confirmation model [J]. MIS Quarterly, 2001, 25(3): 351-370.
Blattberg R. C., Deighton J. Interactive marketing: exploiting the age of addressability [J]. Sloan Management Review, 1991, 33(1): 5-14.
Bolton R. N., Drew J. H. A multistage model of consumers’assessments of service quality andvalue [J]. Journal of Consumer Research, 1991, 17, 375-384.
Brynjolfsson E., Smith M.D. (2000).“Frictionless Commerce? A Comparison of Internet and Conventional Retailers,”Management Science 46(4):563-585.
Buzzell R. D., Gale B. T. The PIMS principles [M]. New York: The Free Press, 1987.
Chandrashekaran R. The influence of redundant comparison prices and other price presentation formats on consumers’evaluations and purchase intentions [J]. Journal of Retailing, 80(1): 53-66.
Chen Lei-da, Gillenson M. L., Sherrell D. L. Enticing online consumers: an extended technology acceptance perspective [J]. Information & Management, 2002, 39, 705-719.
Chen Z., Dubinsky A. J. A conceptual model of perceived customer value in e-commerce: a preliminary investigation [J]. Psychology and Marketing, 2003, 20(4): 323-347.
Cronin J. J., Jr. Brady M. K., Hult G. T. Assessing the effect of quality, value, and customer satisfaction on consumer behavioral intentions in service environments [J]. Journal of Retailing, 2000, 76, 193–218.
Cunningham S. M. The major dimensions of perceived risk [M]. Boston: Graduate School of Business. Administration, Harvard University Press, 1967.
Degeratu A., Rangaswamy A., Wu J. Consumer choice behavior in online and traditional supermarkets: the effects of brand name, price, and other search attributes [J]. International Journal of Research in Marketing, 2000, 17, 55-78.
Dellaert B., Kahn B. E. How tolerable is dearly? Consumers’evaluations of Internet Web sites after waiting [J]. Journal of Interactive Marketing, 1999, 13(1): 41-54.
Dodds W. B., Monroe K. B., Grewal D. The effects of price, brand, and store information on buyers’product evaluations [J]. Journal of Marketing Research, 1991, 28(3): 307-319.
Donovan R. J., Rossiter J. R. Store atmosphere: an environmental psychology approach [J]. Journal of Retailing, 1982, 58, 34-57.
Donovan R. J., Rossiter J. R., Nesdale A. Store atmosphere and purchase behavior [J]. Journal of Retailing, 1994, 28, 307-319.
Dowling G. R., Staelin R. A model of perceived risk and intended risk-handling activity [J]. Journal of Consumer Research, 1994, 21, 119–134.
Eastlick M. A., Feinberg R. A. Gender differences in mail-catalog patronage behavior [J]. Journal of Direct Marketing, 1994, 8(2): 37-44.
Ernst, Young. Internet shopping: an Ernst & Young special report [J]. Stores, 1998, Suppl. 2, 1-29.
Eroglu S. A., Machleit K. A., and Davis L. M. Empirical testing of a model of online store atmospherics and shopper responses [J]. Psychology & Marketing, 2003, 20(2): 139-150.
Everard A., Gallett D. F. How presentation flaw affect perceived site quality, trust and intention topurchase from an online store [J]. Journal of Management Information System, 2006, 3, 55-95.
Fornell C, Larcker DF. Structural Equation Model with Unobservable Variables and Measurement Error: Algebra and statistics [J]. Journal of Marketing Research, 1981, 18(3): 382-389.
Ghose A., McLafferty S. L. Location strategies for retail and service firms [M]. Lexington, MA: Lexington Books, 1987.
Ghose S., Dou W. Interactive functions and their impacts on the appeal of Internet presence sites [J]. Journal of Advertising Research, 1998, 3, 29-43.
Gogan J. L. The Web’s impact on selling techniques: historical perspective and early observations [J]. International Journal of Electronic Commerce, 1997, 1(2): 89-108.
Grewal D., Gotlieb J., Marmorstein H. M. The moderating effects of message framing and source credibility on the price-perceived risk relationship [J]. Journal of Consumer Research, 1994, 21, 145–153.
Harris L. C., Goode M. M. H. The four levels of loyalty and the pivotal role of trust: a study of online service dynamics [J]. Journal of Retailing, 2004, 80(2): 139-158.
Henderson J. M., Quandt R. E. Microeconomic theory: A mathematical approach [M]. New York : McGraw-Hill, 1958.
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