经济经纬
經濟經緯
경제경위
Economic Survey
2014年
2期
86~91
,共null页
渠道吸引力 参照群体 自我效能感 转换成本 渠道搭便车行为
渠道吸引力 參照群體 自我效能感 轉換成本 渠道搭便車行為
거도흡인력 삼조군체 자아효능감 전환성본 거도탑편차행위
Channel Attraction; Reference Groups ; Self-efficacy ; Switching Cost; Channel free-riding behavior
笔者采用问卷调查法,从体验学习视角探讨外部环境和体验学习知识对消费者渠道搭便车行为的作用过程.研究表明,网络参照群体、渠道吸引力、自我效能感和转换成本对渠道搭便车行为有显著影响;自我效能感在网络参照群体和渠道搭便车行为的关系之间起部分中介作用,转换成本在渠道吸引力和渠道搭便车行为的关系之间起到完全中介作用.研究结论为多渠道环境中的企业如何有效利用渠道搭便车行为开展渠道营销提供了有益的启示.
筆者採用問捲調查法,從體驗學習視角探討外部環境和體驗學習知識對消費者渠道搭便車行為的作用過程.研究錶明,網絡參照群體、渠道吸引力、自我效能感和轉換成本對渠道搭便車行為有顯著影響;自我效能感在網絡參照群體和渠道搭便車行為的關繫之間起部分中介作用,轉換成本在渠道吸引力和渠道搭便車行為的關繫之間起到完全中介作用.研究結論為多渠道環境中的企業如何有效利用渠道搭便車行為開展渠道營銷提供瞭有益的啟示.
필자채용문권조사법,종체험학습시각탐토외부배경화체험학습지식대소비자거도탑편차행위적작용과정.연구표명,망락삼조군체、거도흡인력、자아효능감화전환성본대거도탑편차행위유현저영향;자아효능감재망락삼조군체화거도탑편차행위적관계지간기부분중개작용,전환성본재거도흡인력화거도탑편차행위적관계지간기도완전중개작용.연구결론위다거도배경중적기업여하유효이용거도탑편차행위개전거도영소제공료유익적계시.
On the basis of experiential Leaning, the paper explores the influential factors of consumer channel free-riding behavior from external environment and experiential learning knowledge. The empirical results show that： virtual reference groups, channel attrac- tion, self- efficacy and switching cost have significant effect on channel free-riding behavior; self-efficacy has a partial mediator effect between virtual reference and channel free-riding behavior; switching cost plays a complete mediator role between channel attraction and channel free-riding behavior. The research conclusion provides much enlightenment for enterprise in multi-channel environment on how to effectively make full use of channel free-rider behavior.
