现代营销
現代營銷
현대영소
MODERN MARKETING
2013年
6期
88-89
,共2页
研究型购买者%感知价值%期望效用理论%渠道转换%渠道策略
研究型購買者%感知價值%期望效用理論%渠道轉換%渠道策略
연구형구매자%감지개치%기망효용이론%거도전환%거도책략
Research Customer%Perceived Value%Channel Transformation%Expected Utility Theory%Channel Strategy
多渠道环境下，消费者试图通过增加信息搜索渠道数量，最终选择最为拟合自身需求的购买渠道。消费者特别是研究型购买者在产品既定的情况下会根据自身对消费渠道的感知价值决策是否采取渠道转换行为。本文通过文献回顾，提出感知价值的维度，并以其为自变量，根据期望效用理论设计研究型购买者的渠道转换模型，以及多渠道零售环境下的渠道策略。
多渠道環境下，消費者試圖通過增加信息搜索渠道數量，最終選擇最為擬閤自身需求的購買渠道。消費者特彆是研究型購買者在產品既定的情況下會根據自身對消費渠道的感知價值決策是否採取渠道轉換行為。本文通過文獻迴顧，提齣感知價值的維度，併以其為自變量，根據期望效用理論設計研究型購買者的渠道轉換模型，以及多渠道零售環境下的渠道策略。
다거도배경하，소비자시도통과증가신식수색거도수량，최종선택최위의합자신수구적구매거도。소비자특별시연구형구매자재산품기정적정황하회근거자신대소비거도적감지개치결책시부채취거도전환행위。본문통과문헌회고，제출감지개치적유도，병이기위자변량，근거기망효용이론설계연구형구매자적거도전환모형，이급다거도령수배경하적거도책략。
expand the scope of channel choice to consumers’.Consumers attempt to increase the number of channels in informa-tion searching, finally choose the most fitting its own demand as the buying channel in multi-channel retail system. Consumers especial-ly research consumers after they decided to buy the product, they will make the decision on whether take the channel transformation be-havior by the perceived value of the marketing channel. In this paper, through literature review, we make the dimension of the per-ceived value, and make them as the independent variable, then according to expected utility theory design the model of research cus-tomer’s channel transformation and the strategy of Multi-channel retail system.
