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论文编号：	4404
作者编号：	2120102296
上传时间：	2012/6/8 10:16:09
中文题目：	消费者跨渠道搭便车行为研究
英文题目：	Explaining Consumers'''' Cross-channel Free-riding Behavior Using the PPM Migration Model
指导老师：	李桂华
中文关键字：	渠道迁徙行为；跨渠道搭便车行为；PPM迁徙模型；多渠道消费者
英文关键字：	channel migration behavior; cross-channel free-riding behavior; PPM migration model; multichannel customers
中文摘要：	以前，消费者一般通过传统的线下渠道（如实体商店）来收集产品信息与购买产品。然而，随着科技的进步与发展以及渠道创新的不断演进，可供消费者选择的渠道日益增加。在这个多渠道时代，使用多种渠道的多渠道消费者已成为市场的主流消费人群。他们的消费支出明显比单一渠道消费者多，他们是最有价值的消费者。他们给企业带来了巨大的盈利机遇。然而，企业要想抓住这一机遇也并非易事。因为多渠道消费者的购买行为更加复杂。与单一渠道消费者相比，多渠道消费者在产品知识、渠道知识以及渠道选择等方面显得与众不同。他们拥有更多的产品与渠道知识，能快速且容易地在不同的渠道或零售商中迁徙。他们可能会在不同的购物阶段使用不同的渠道，以兼得各种渠道的好处。例如，部分多渠道消费者可能会使用A零售商的线上渠道收集产品信息与评价产品，然后去B零售商的实体商店购买产品。消费者的这种跨渠道搭便车行为有损A零售商的赢利，A零售商面临着留住消费者的挑战。如今的企业必须理解多渠道环境中的多渠道消费者，以更好地应对多渠道消费者所带来的机遇与挑战。本文主要运用基于PPM迁徙模型构建的两阶段迁徙模型来分析消费者的跨渠道搭便车行为。本文主要运用结构方程来验证两阶段迁徙模型及相关研究假设。实证研究结果表明：第一，跨渠道搭便车是一种普遍的现象，有67.2%的消费者最近有过跨渠道搭便车行为。第二，消费者个体因素（停泊因素）是影响消费者渠道迁徙意向的最重要因素。也就是说，如果消费者感知到的转换成本越低，周围环境越支持消费者迁徙，消费者感知到的自我效能越高，消费者对渠道迁徙的态度越积极，消费者越可能进行渠道迁徙。第三，渠道优势（拉动因素）对消费者渠道迁徙意向的影响要大于渠道劣势（推动因素）对消费者渠道迁徙意向的影响。第四，消费者在信息收集阶段的渠道迁徙意向与消费者跨渠道搭便车意向呈正相关关系。消费者在信息收集阶段的渠道迁徙意向越强，他们越倾向于跨渠道搭便车。第五，消费者在产品购买阶段的渠道迁徙意向与消费者跨渠道搭便车意向呈正相关关系。消费者在产品购买阶段的渠道迁徙意向越强，他们越倾向于跨渠道搭便车。
英文摘要：	Customers used to search for product information and then purchase products in bricks-and-mortar stores. However, with the development of technology and the continuous evolution of channel innovations, customers are able to use more than one channel to interact with retailers. In the multichannel era, multichannel customers who use more than one channel have become the most common customers. Multichannel shoppers often spend significantly more than one-channel shoppers and therefore they are the most valuable customers. They provide tremendous opportunities for firms. Since multichannel customer purchasing behaviors have become ever more complicated. It is not that easy for firms to seize these opportunities. Multichannel customers are inherently different from their single-channel counterparts. Compared with single channel customers, multichannel customers are better educated about products and channels. They are quick to migrate to different channels and retailers if they are not happy with the current ones. In order to enjoy the benefits of various channels, they may use different channels at different stages in the process of purchasing goods and services. For example, consumers could gather information from the online channel of company A and then purchase from the offline channel of company B. Such cross-channel free-riding behavior erodes online stores’ profits. To survive in a multichannel environment, company A has to try its best to retain customers. Nowadays, companies must recognize multichannel customer behaviors. The study adopts the two-stage migration model based on PPM (push-pull-mooring) migration model from the human geography literature to explain consumers' free-riding behavior. And it tests hypothesized model and hypothesized relationships using SEM (structural equation modeling). Results of the study support these conclusions. First, cross-channel free-riding behavior is quite popular. And 67.2% of consumers are free riders. Second, mooring effects are the strongest drivers of switching intentions at each stage in the purchase process. In other words, customers are more likely to switch if switching costs are low, significant others want them to switch, and they have a positive attitude toward switching. Third, pull effects have the second strongest impact on switching intentions, exerting a much stronger influence on intentions than push effects do. Fourth, customers' migration intention at informational stage positively influences their intention to free ride. And customers' migration intention at transactional stage has a positive effect on their intention to free ride.
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