CAJ | 학술논문

与纯网络零售商相比，传统零售商在拓展线上业务方面具有多渠道的优势，但往往由于线上、线下渠道的整合水平太低而无法发挥该优势。从传统零售商的视角探讨多渠道整合质量对线上购买意愿的作用机理，分析顾客对多渠道整合质量构成的评价如何通过线上顾客感知价值影响线上购买意愿；开发测量多渠道整合质量和线上顾客感知价值的量表，构建多渠道整合质量对线上购买意愿影响的理论模型，以有过多渠道购物经历的消费者为样本，通过在线发放电子问卷的形式，采用多元线性回归对假设和中介效应进行检验。研究结果表明，多渠道整合质量可划分为服务构造透明度、过程一致性、信息一致性和业务关联性4个维度，服务构造透明度、过程一致性和业务关联性通过线上顾客感知价值的3个维度积极影响线上购买意愿，信息一致性对线上顾客感知价值的影响不显著，与线上结果性价值和线上情感性价值相比，线上程序性价值对线上购买意愿的影响较弱。研究结论为传统零售商利用多渠道的优势拓展线上业务提供新的思路和理论指导。
여순망락령수상상비，전통령수상재탁전선상업무방면구유다거도적우세，단왕왕유우선상、선하거도적정합수평태저이무법발휘해우세。종전통령수상적시각탐토다거도정합질량대선상구매의원적작용궤리，분석고객대다거도정합질량구성적평개여하통과선상고객감지개치영향선상구매의원；개발측량다거도정합질량화선상고객감지개치적량표，구건다거도정합질량대선상구매의원영향적이론모형，이유과다거도구물경력적소비자위양본，통과재선발방전자문권적형식，채용다원선성회귀대가설화중개효응진행검험。연구결과표명，다거도정합질량가화분위복무구조투명도、과정일치성、신식일치성화업무관련성4개유도，복무구조투명도、과정일치성화업무관련성통과선상고객감지개치적3개유도적겁영향선상구매의원，신식일치성대선상고객감지개치적영향불현저，여선상결과성개치화선상정감성개치상비，선상정서성개치대선상구매의원적영향교약。연구결론위전통령수상이용다거도적우세탁전선상업무제공신적사로화이론지도。
Compared with online retailers , traditional ones have the advantages of multiple channels in expanding their online bus -iness.However, this advantage is seldom exerted because of low level of integration between online and offline channels .This study explores the mechanism of how multichannel integration quality affects online purchase intention from the perspective of tra -ditional retailers and analyses how the customer′s evaluation on multichannel integration quality affects online purchase intention through customer perceived value .We also develop scales for multichannel integration quality and online customer perceived val -ue and construct a theoretical model of the impacts of multichannel integration quality on online customer purchase intention . Taking customers with channel purchase experience as research sample , the paper gathers survey data by issuing online question-naires and then uses multiple linear regressions to test hypotheses and mediating effects .Results show that multichannel integra-tion quality can be divided into four dimensions , i.e.transparency of service configuration , process consistency , information consistency and business ties .Transparency of service configuration , process consistency and business ties positively affect online purchase intention through three dimensions of online customer perceived value while the effect of information consistency is not significant .The effect of online procedural value on online purchase intention is weaker than that of online consequential value and emotional value .These conclusions provide new ideas and theoretical guidance for traditional retailers to explore online busi -ness by using of the advantage of multichannel .