消费者线上线下渠道迁移影响因素及机制

Research on the Influential Factors and Mechanism of Consumer Channel Migration between Online and Offline

近年来,随着网络购物的兴起和实体经营的日益惨淡,为更好地满足消费者对灵活性的需求,众多传统零售商纷纷试水线上交易,大力推广O2O模式,我国多渠道零售革命来临。多渠道零售革命背景下,对零售商而言,为更好地应对竞争和挑战,一定要深刻理解消费者线上线下渠道迁移的各类影响因素和作用机制。从推拉理论的推力、拉力、锚定角度明确感知风险、渠道吸引力、网络使用经验、主观规范、宅的生活方式、消费者创新性等消费者迁移影响因素,并对迁移行为影响机制进行实证分析发现,宅的生活方式、消费者创新性和网络使用经验正在推动消费者越来越多地从线下转移到线上购物;主观规范和渠道吸引力能够促使消费者进行线上线下渠道迁移;感知风险会抑制消费者从线下渠道迁移到线上渠道。因此,为更好地适应零售业态变革,构建自身未来竞争优势,零售企业必须根据消费者购物习惯的变化来调整经营方式与策略。具体来讲,一是要根据消费者生活方式的变化调整店铺零售策略;二是要融入娱乐元素,增强渠道吸引力;三是要突出商场经营主题,增强消费者体验乐趣;四是要在实体店增加体验性产品以吸引顾客,对于消费者感知风险较低的一般搜索性产品更是如此;五是要通过社群营销构建消费者主观规范。

In recent years,with the rise of online shopping and the decline of physical shops,to better meet consumers’flexible demand,more and more traditional retailers have been involved in online transaction;the o2o pattern has been popularized;and revolution in China’s multi-channel retail is coming.With the coming of this revolution,to better cope with the competition and challenges,it is necessary for retailers to understand how consumers migrate from offline channels to online channels and which factors influence the process.In order to explore the mechanism of this migration behavior,the authors take the Push-Pull theory as the theoretical basis of research,and put forward such six factors as perceived risk,channel attraction,network experience,subjective norm,life style,and consumer innovation,which could influence consumer’s online purchasing intentions.The empirical research shows that:life style,consumer innovation and network experience is promoting consumers’migration from offline to online;subjective norm and channel attraction can promote the migration between online and offline;and perceived risk will constrain this migration.To better adapt to the form transformation of retail industry and foster their own competitive advantages,the retail enterprises should adjust their operational pattern and strategy according to consumers’changed shopping habits.Specifically speaking,they should,first,adjust their shop retail strategy according to consumers’life style;second,they should integrate entertainment factors and enhance channel attraction;third,they should highlight shop operational theme and enhance consumers’experience happiness;fourth,they should add more experience product,especially normal searching product with low perceived risk,into their physical shops to attract more customers;and fifth,they should formulate consumers’objective norm with the help of group marketing.