CAJ | 학술논문

消费者跨渠道购买行为是指多渠道零售环境下，消费者在购买决策过程的不同阶段运用不同渠道的行为。文章基于文献研究法，从定义、影响因素和企业管理策略三个方面对消费者跨渠道购买行为的国内外相关研究进行了梳理和评述，阐述了消费者跨渠道购买行为的定义，总结了消费者跨渠道购买行为的影响因素，归纳了企业对消费者跨渠道购买行为的管理策略并进行了评述，分析了未来研究方向，得出消费者跨渠道购买行为可以细分为消费者跨渠道搭便车行为和消费者跨渠道保留行为，研究结果为多渠道零售企业进行渠道设计和多渠道顾客管理提供了决策参考。
소비자과거도구매행위시지다거도령수배경하，소비자재구매결책과정적불동계단운용불동거도적행위。문장기우문헌연구법，종정의、영향인소화기업관리책략삼개방면대소비자과거도구매행위적국내외상관연구진행료소리화평술，천술료소비자과거도구매행위적정의，총결료소비자과거도구매행위적영향인소，귀납료기업대소비자과거도구매행위적관리책략병진행료평술，분석료미래연구방향，득출소비자과거도구매행위가이세분위소비자과거도탑편차행위화소비자과거도보류행위，연구결과위다거도령수기업진행거도설계화다거도고객관리제공료결책삼고。
Consumer cross-channel buying behavior is the behavior that consumer uses different channels to buy during different buying decision period in multi-channel environment. Based on the method of literature review , the paper reviews the related research of consumer cross-channel buying behavior at home and abroad. The definition of consumer cross-channel buying behavior is illustrated. The influencing factors are summarized. The management strategies are concluded and commented. Future research directions are analyzed. The paper has got the conclusions that consumer cross-channel buying behavior can be divided into consumer cross-channel free-riding behavior and consumer cross-channel retention behavior, each type has two buying behavior paths, consumer cross-channel buying behavior is mainly influenced by consumers, products, channels or retailers, the key of enterprises' multi-channel customer management is how to design channels, so as to broaden the research prospective of scholars and provide decision references for multi-channel retail enterprises' channel design and multi-channel customer management.