经济问题
經濟問題
경제문제
ECONOMIC PROBLEMS
2015年
5期
44-47
,共4页
跨渠道%跨渠道购买行为%影响因素%消费者
跨渠道%跨渠道購買行為%影響因素%消費者
과거도%과거도구매행위%영향인소%소비자
cross-channel%cross-channel buying behavior%influence factors%consumer
移动商务环境下，消费者跨渠道购买行为越来越普遍，围绕着消费者跨渠道购买行为影响因素，提出了4个假设，通过对样本数据的结构方程模型分析，对假设进行了检验，检验结果表明，多渠道自我效能和社会影响正向影响消费者跨渠道购买行为意愿，感知风险和转换成本负向影响跨渠道购买行为意愿，以期为企业制定多渠道营销策略和进行多渠道顾客管理提供有益借鉴。
移動商務環境下，消費者跨渠道購買行為越來越普遍，圍繞著消費者跨渠道購買行為影響因素，提齣瞭4箇假設，通過對樣本數據的結構方程模型分析，對假設進行瞭檢驗，檢驗結果錶明，多渠道自我效能和社會影響正嚮影響消費者跨渠道購買行為意願，感知風險和轉換成本負嚮影響跨渠道購買行為意願，以期為企業製定多渠道營銷策略和進行多渠道顧客管理提供有益藉鑒。
이동상무배경하，소비자과거도구매행위월래월보편，위요착소비자과거도구매행위영향인소，제출료4개가설，통과대양본수거적결구방정모형분석，대가설진행료검험，검험결과표명，다거도자아효능화사회영향정향영향소비자과거도구매행위의원，감지풍험화전환성본부향영향과거도구매행위의원，이기위기업제정다거도영소책략화진행다거도고객관리제공유익차감。
Under mobile commerce environment consumer cross-channel buying behavior becomes more and more popular.This paper proposes four hypotheses around considering influencing factors of consumer ’ s cross-channel buying behavior,and verifies the hypotheses by structural equation model of the sample data.The verified results are as follows.Multi-channel self-efficiency and social influence have positive influence on consumer ’ s cross-channel buying behavior.Perceived risk and transfer cost have negative influence on consumer’ s cross-channel buying behavior, so as to provide profitable suggestions for enterprises to make multi-channel marketing strategies and manage multi-channel customers.
