中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2013年
11期
77~83
,共null页
网络店铺 实体店铺 店铺印象 感知信任 购买意愿
網絡店鋪 實體店鋪 店鋪印象 感知信任 購買意願
망락점포 실체점포 점포인상 감지신임 구매의원
online store; physical store; store image; perceived trust; purchase intention
本文利用“S—R”理论和“S-O—R”理论比较了消费者在实体和网络店铺的购买意愿差异，通过分析同一消费者在实体店和网店购买周一品类产品的203个有效配对样本，结果表明：（1）实体店铺中，消费者的行为模式既有店铺印象一购买意愿，也有店铺印象一感知信任一购买意愿；网络店铺中，消费者只存在后一种行为模式；（2）实体店铺商品印象和陈列印象正向影响实体店铺感知信任，网络店铺商品印象、易用印象和结算印象正向影响网络店铺感知信任；店铺经营细节（陈列印象和结算印象）比商品印象的作用大；（3）顾客网络店铺购买意愿强于实体店铺。
本文利用“S—R”理論和“S-O—R”理論比較瞭消費者在實體和網絡店鋪的購買意願差異，通過分析同一消費者在實體店和網店購買週一品類產品的203箇有效配對樣本，結果錶明：（1）實體店鋪中，消費者的行為模式既有店鋪印象一購買意願，也有店鋪印象一感知信任一購買意願；網絡店鋪中，消費者隻存在後一種行為模式；（2）實體店鋪商品印象和陳列印象正嚮影響實體店鋪感知信任，網絡店鋪商品印象、易用印象和結算印象正嚮影響網絡店鋪感知信任；店鋪經營細節（陳列印象和結算印象）比商品印象的作用大；（3）顧客網絡店鋪購買意願彊于實體店鋪。
본문이용“S—R”이론화“S-O—R”이론비교료소비자재실체화망락점포적구매의원차이，통과분석동일소비자재실체점화망점구매주일품류산품적203개유효배대양본，결과표명：（1）실체점포중，소비자적행위모식기유점포인상일구매의원，야유점포인상일감지신임일구매의원；망락점포중，소비자지존재후일충행위모식；（2）실체점포상품인상화진렬인상정향영향실체점포감지신임，망락점포상품인상、역용인상화결산인상정향영향망락점포감지신임；점포경영세절（진렬인상화결산인상）비상품인상적작용대；（3）고객망락점포구매의원강우실체점포。
By using S-R and S-O-R theory, the difference of consumers＇ purchase intention between physical store and online store is compared. By analyzing 203 paired samples of same customer buying same type of product from online and physical store respectively, the study finds that： in physical stores, there are both store image-purchase intention and store image-store trust-purchase intention behavior modes, while there is only the latter mode in online stores; merehandize image and layout image of physical store have positive effect on perceived trust, while merchandize image, ease of use image and settlement image have positive effect on perceived trust of online store; comparing to physical store, consumers are more likely to purchase in online store.
