多渠道环境下消费者感知价值与离线向在线渠道迁徙行为研究被引量：9

A Study on Consumers' Perceived Value and Channel Migration Behaviors from Offline to Online in a Multi-channel Environment

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摘要针对缺乏在线购物经验的消费者,基于技术接受模型,探究了消费者感知价值与离线向在线渠道迁徙行为之间的关系。实证结果表明,感知有用性在感知易用性与信息搜寻满意的关系中起了部分中介作用;信息搜寻满意在感知有用性、感知易用性和感知娱乐性与在线购买意愿的关系中起了部分中介作用;在线购买意愿在信息搜寻满意影响在线购买行为的过程中起了完全的中介作用,转换成本调节了在线购买意愿与在线购买行为之间的关系。 In view of the consumer lack of online shopping experience,this paper carries out an empirical research,in the light of the Technology Acceptance Model,on the relationship between consumers＇ perceived value and channel migration behaviors from offline to online. The results show perceived usefulness plays a partial mediation role between perceived ease of use and information-searching satisfaction;Information-searching satisfaction plays a partial mediation role in the relationship of online-purchase willingness with perceived usefulness,perceived ease of use and perceived amusement separately;Online-shopping willingness plays a full mediator role in the process of information-searching satisfaction affecting the online purchasing behavior,while the shifting cost mediates the relationship between online-purchasing willingness and behavior.

作者刘遗志汤定娜

机构地区中南财经政法大学工商管理学院

出处《山西财经大学学报》 CSSCI 北大核心 2015年第8期11-20,共10页 Journal of Shanxi University of Finance and Economics

基金国家自然科学基金项目(71272247) 中南财经政法大学研究生教育创新基金项目(2014B0805)

关键词渠道迁徙感知价值 TAM channel migration perceived value TAM

分类号 F724.6 [经济管理—产业经济]

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