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基于产品情境的消费者跨屏购物行为前因

The Antecedents of Consumer Cross-device Shopping Behavior:A Study Based on Product Context
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摘要 随着信息技术的发展和智能设备的普及,消费者在购物过程中可以使用手机、平板、电脑等多种设备,跨屏购物已越来越普遍。在同一次购物过程中,企业和客户的接触点可能散落在多个屏幕终端,为获取更全面的顾客洞察以指导企业决策,深入理解消费者跨屏购物的行为规律和影响因素至关重要。聚焦于跨屏购物的前因,特别关注产品情感强度与信息强度的二维度特征,探究产品情境对跨屏购物行为的影响及其背后的作用机制和消费者异质性。采用问卷调查收集200余名消费者的购物经历,采集近120万名真实消费者跨屏幕终端的点击流数据,使用逻辑回归探究产品情境对跨屏购物行为的影响以及屏幕协同的中介作用。搭建分层贝叶斯模型探索产品情境对跨屏购物行为影响的消费者异质性。结果表明,消费者进行跨屏购物主要出于理性考虑,产品信息强度越高,跨屏购物的概率越高;产品情感强度越高,跨屏购物的概率越低。产品信息强度通过正向影响屏幕协同中的效用因子提高跨屏购物的概率,而效用因子和体验因子同时在产品情感强度与跨屏购物行为之间的关系中发挥中介作用,且二者的中介作用相反。产品的情感强度越高,跨屏购物给消费者带来的效用越高,但消费者体验降低,使消费者不容易进行跨屏购物。分层贝叶斯模型的结果表明,产品信息强度和情感强度对跨屏购物的影响在人群中的异质性并不明显,只有受教育程度在信息强度的正向影响中发挥调节作用。受教育程度越高的消费者,产品信息强度对跨屏购物的正向影响越强。从产品情境出发探究跨屏购物行为的前因及其影响路径和影响条件,揭示消费者为何及何时跨屏购物,为对跨屏购物行为的研究提供新视角。研究结果为企业在不同屏幕终端上合理分配营销资源提供了有益参考,帮助企业根据产品特性及时调整在手机、电脑端等设备上的营销策略。 In the era of information technology development and smart device widely usage,consumers enjoy the flexibility of shopping across a variety of devices,including smartphones,tablets,and computers.The prevalence of cross-device shopping has increased,resulting in touchpoints between businesses and consumers scattered across various devices within a single shopping journey.Understanding the behavioral patterns and influencing factors of consumers engaged in cross-device shopping has become essential for making informed business decisions.This study delves into the antecedents of cross-device shopping behavior,specifically focusing on the two-dimensional aspects of product emotion intensity and information intensity.Our study investigates the impact of product context on crossdevice shopping behavior,exploring underlying mechanisms and addressing consumer heterogeneity.Through collected crossdevice shopping experiences from over 200 consumers by a questionnaire survey and obtained cross-device clickstream data from nearly 1.2 million real consumers,logistic regression was employed to examine the influence of product context on crossdevice shopping behavior and the mediating role of device synergy.Additionally,a hierarchical Bayesian model was constructed to analyze consumer heterogeneity in the impact of product context on cross-device shopping behavior.The results reveal that consumers predominantly engage in cross-device shopping for rational reasons,which higher product information intensity correlates with an increased likelihood of cross-device shopping.Conversely,higher product emotion intensity is associated with a lower probability of cross-device shopping.Product information intensity positively influences the utility factor in device synergy,consequently increasing the likelihood of cross-device shopping.The utility and experience factors simultaneously act as mediators in the relationship between product emotion intensity and cross-device shopping behavior,displaying contrasting effects.Higher emotion intensity enhances utility but reduces the overall consumer experience,making consumers less inclined to engage in cross-device shopping.Results of the hierarchical Bayesian model show that the impact of product information and emotion intensity on cross-device shopping does not exhibit significant heterogeneity among consumers,except for the notably stronger positive impact of information intensity on consumers with higher levels of education.This study introduces a fresh perspective to comprehend consumer cross-device shopping behavior by examining it through the lens of product context.The findings shed light on the underlying mechanisms as well as boundary conditions for the impact of product information and emotion intensity on cross-device shopping behavior,revealing why and when consumers engage in cross-device shopping.Our conclusions provide valuable insights for businesses aiming to allocate marketing resources effectively across different devices.These insights can assist businesses in adjusting marketing strategies based on product characteristics in a timely manner.
作者 孙鲁平 汤佳丽 汪平 SUN Luping;TANG Jiali;WANG Ping(Business School,Central University of Finance and Economics,Beijing 100081,China;Jingdong Century Trade Co.,Ltd.,Beijing 101111,China;College of Economics and Management(China-Africa International Business School),Zhejiang Normal University,Jinhua 321001,China)
出处 《管理科学》 CSSCI 北大核心 2024年第1期88-102,共15页 Journal of Management Science
基金 国家自然科学基金(71972195,71502182)
关键词 跨屏购物 情感强度 信息强度 屏幕协同 消费者异质性 cross-device shopping emotion intensity information intensity device synergy consumer heterogeneity
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