网络与实体店铺印象维度、感知信任及购买意愿的比较

The Comparison of Online and Physical Store Image,Perceived Trust and Purchase Intention

本文利用"S-R"理论和"S-O-R"理论比较了消费者在实体和网络店铺的购买意愿差异,通过分析同一消费者在实体店和网店购买同一品类产品的203个有效配对样本,结果表明:(1)实体店铺中,消费者的行为模式既有店铺印象—购买意愿,也有店铺印象—感知信任—购买意愿;网络店铺中,消费者只存在后一种行为模式;(2)实体店铺商品印象和陈列印象正向影响实体店铺感知信任,网络店铺商品印象、易用印象和结算印象正向影响网络店铺感知信任;店铺经营细节(陈列印象和结算印象)比商品印象的作用大;(3)顾客网络店铺购买意愿强于实体店铺。

By using S-R and S-O-R theory, the difference of consumers＇ purchase intention between physical store and online store is compared. By analyzing 203 paired samples of same customer buying same type of product from online and physical store respectively, the study finds that： in physical stores, there are both store image-purchase intention and store image-store trust-purchase intention behavior modes, while there is only the latter mode in online stores; merehandize image and layout image of physical store have positive effect on perceived trust, while merchandize image, ease of use image and settlement image have positive effect on perceived trust of online store; comparing to physical store, consumers are more likely to purchase in online store.