传统零售企业网络零售成功的关键因素实证研究

Empirical Research on the Key Success Factors of Network Retail Being Adopted by Traditional Retailers

考察实施网络零售成功的关键因素,有助于零售企业完善多业态经营,提高网络零售的成功率,增强市场竞争力。文章以企业能力理论为基础,提出了影响传统零售企业实施网络零售的关键成功因素理论模型。以沪深上市零售公司为样本,采用2008-2012年的数据,运用逻辑斯蒂回归模型对关键成功因素理论模型进行了验证。结果表明:企业人才资源、资金资源、无形资源、零售知识运用及管理能力等因素对零售企业网络零售业态的实施具有显著正向影响,而设备资源、商品资源的影响不显著。

Based on the enterprise ability theory, the article proposed the key success factors theory model of influence traditional retailers to implement network retail. Empirical research with the listed retail com- panies in Shanghai and Shenzhen as samples, using the data from 2008 to 2012, verified the key success factors theory model with the logistic regression model. The results show that the human resources, finan- cial resources, intangible resources, retail knowledge and management ability have significantly positive in- fluence on the implementation of the retailers＇ network retail formats, but the equipment resources, com- modity resources was not significant influence.