摘要
消费者由离线购买渠道向在线购买渠道迁徙已经成为了消费者购物的一种潮流和趋势,本文以此作为研究对象,借助国外著名的迁徙模型——PPM理论,着力研究在消费者在渠道迁徙过程中的影响因素,并提出相应研究假设,通过使用SPSS21.0和AMOS21.0统计软件,进行描述性统计分析、信度分析、效度分析,并建立结构方程模型进行路径系数分析,研究通过了6个研究假设,拒绝了3个研究假设,结果表明:价格因素、线上促销活动、网络经验、消费者信任与离线渠道向在线渠道迁徙意愿有着正向影响关系;迁徙成本、渠道忠诚与消费者由离线向在线渠道迁徙意愿有着反向影响关系。
There is a trend that consumers move from offline purchasing channels to onlinepurchasing channels,this thesis makes it as research object,selects famous foreign migration the-ory——PPM model,focuses on studying impact factors of the offline to online purchasing chan-nel migration, puts forward the corresponding research hypothesis. The thesis adopts SPSS21.0and AMOS21.0 statistical software to do descriptive statistical analysis,reliability analysis and va-lidity analysis,and then establishes the structural equation model to carry on the path coeffi-cient analysis. The research passes six research hypothesis,refuses three research hypotheses. Re-sult reflects,price factor、online promotional activities、online experience、consumer trust havepositive impact on the process of consumer from the offline channel to the online channel. Mi-gration costs,channel loyalty trust have reverse impact on the process of consumer from the of-fline channel to the online channel.
出处
《品牌》
2017年第2期53-65,共13页
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