大连大学学报
大連大學學報
대련대학학보
JOURNAL OF DALIAN UNIVERSITY
2014年
5期
1-9
,共9页
通路选择%双栖族%认知风险%生活型态%产品类型
通路選擇%雙棲族%認知風險%生活型態%產品類型
통로선택%쌍서족%인지풍험%생활형태%산품류형
channel selection%dual-channel shoppers%perceived risk%lifestyle%product type
本研究主要目的在分析不同生活型态对双栖族的购买行为，并比较双栖通路间购买行为的差异，以及探讨哪些主要因素及其对消费者通路选择决策的影响。结果显示：即便是双栖族消费者，其认知风险愈高倾向选择实体通路，而不同产品类型上，消费者认知风险对通路选择的影响有差异；此外，不同生活型态消费者，针对不同类型产品，在考虑通路选择时也有差异。本文除可以补足双栖族群这方面的研究，企业可进一步地了解消费者选择不同通路时，针对不同产品类型的价值考虑，亦能更精确的找出顾客需求进行区隔。
本研究主要目的在分析不同生活型態對雙棲族的購買行為，併比較雙棲通路間購買行為的差異，以及探討哪些主要因素及其對消費者通路選擇決策的影響。結果顯示：即便是雙棲族消費者，其認知風險愈高傾嚮選擇實體通路，而不同產品類型上，消費者認知風險對通路選擇的影響有差異；此外，不同生活型態消費者，針對不同類型產品，在攷慮通路選擇時也有差異。本文除可以補足雙棲族群這方麵的研究，企業可進一步地瞭解消費者選擇不同通路時，針對不同產品類型的價值攷慮，亦能更精確的找齣顧客需求進行區隔。
본연구주요목적재분석불동생활형태대쌍서족적구매행위，병비교쌍서통로간구매행위적차이，이급탐토나사주요인소급기대소비자통로선택결책적영향。결과현시：즉편시쌍서족소비자，기인지풍험유고경향선택실체통로，이불동산품류형상，소비자인지풍험대통로선택적영향유차이；차외，불동생활형태소비자，침대불동류형산품，재고필통로선택시야유차이。본문제가이보족쌍서족군저방면적연구，기업가진일보지료해소비자선택불동통로시，침대불동산품류형적개치고필，역능경정학적조출고객수구진행구격。
Researches in the past of dual-channel shoppers are more on employees and students, but less on other categories of shoppers with facing different types of products. The purpose of this study is to analyze the main factors and comparison of shopping behaviors under different lifestyles on choices of dual channels. Through a survey with questionnaires and analysis, this study shows that:Even dual-channel shoppers tend to prefer physical channels under higher perceived risk. For different types of product, consumers’ awareness of the perceived risk on the channel selection is different. Besides, shoppers of different lifestyles may also consider different issues while purchasing various types of products. This research may provide more understanding on dual-channel shoppers for academic, and practically, also may help companies precisely find the need of customers in different segments.
