多渠道整合质量对线上购买意愿的作用机理研究

Impact of Multichannel Integration Quality on Online Purchase Intention and Its Mechanism

与纯网络零售商相比,传统零售商在拓展线上业务方面具有多渠道的优势,但往往由于线上、线下渠道的整合水平太低而无法发挥该优势。从传统零售商的视角探讨多渠道整合质量对线上购买意愿的作用机理,分析顾客对多渠道整合质量构成的评价如何通过线上顾客感知价值影响线上购买意愿;开发测量多渠道整合质量和线上顾客感知价值的量表,构建多渠道整合质量对线上购买意愿影响的理论模型,以有过多渠道购物经历的消费者为样本,通过在线发放电子问卷的形式,采用多元线性回归对假设和中介效应进行检验。研究结果表明,多渠道整合质量可划分为服务构造透明度、过程一致性、信息一致性和业务关联性4个维度,服务构造透明度、过程一致性和业务关联性通过线上顾客感知价值的3个维度积极影响线上购买意愿,信息一致性对线上顾客感知价值的影响不显著,与线上结果性价值和线上情感性价值相比,线上程序性价值对线上购买意愿的影响较弱。研究结论为传统零售商利用多渠道的优势拓展线上业务提供新的思路和理论指导。

Compared with online retailers , traditional ones have the advantages of multiple channels in expanding their online bus -iness.However, this advantage is seldom exerted because of low level of integration between online and offline channels .This study explores the mechanism of how multichannel integration quality affects online purchase intention from the perspective of tra -ditional retailers and analyses how the customer′s evaluation on multichannel integration quality affects online purchase intention through customer perceived value .We also develop scales for multichannel integration quality and online customer perceived val -ue and construct a theoretical model of the impacts of multichannel integration quality on online customer purchase intention . Taking customers with channel purchase experience as research sample , the paper gathers survey data by issuing online question-naires and then uses multiple linear regressions to test hypotheses and mediating effects .Results show that multichannel integra-tion quality can be divided into four dimensions , i.e.transparency of service configuration , process consistency , information consistency and business ties .Transparency of service configuration , process consistency and business ties positively affect online purchase intention through three dimensions of online customer perceived value while the effect of information consistency is not significant .The effect of online procedural value on online purchase intention is weaker than that of online consequential value and emotional value .These conclusions provide new ideas and theoretical guidance for traditional retailers to explore online busi -ness by using of the advantage of multichannel .