基于交易成本的风险规避型消费者购物渠道决策行为研究

Research on Risk-averse Consumers Shopping Channel Decision Behavior Based on Transaction Cost

随着多购物渠道的形成与发展,掌握消费者渠道决策行为对企业制定正确的营销策略变得日趋重要。现有研究表明,多数消费者在购买商品时,表现出规避风险的心理。为此,论文以交易成本为视角,采用效用理论构建了传统与网络两种不同购物渠道下风险规避型消费者商品效用模型,分析了消费者在购物渠道决策时,搜寻成本、评价成本、支付成本以及时间成本的变化对消费者商品效用的作用与影响。研究表明,顾客在选择购物渠道时,传统零售渠道商品及服务质量的提高,商品价格及购物时间的减小,能提升商品效用,但商品与服务质量的提高并非能无限地增大商品效用。同样,网络渠道网站信誉度、商品品牌的提升,商品价格及配送时间的减小,能提高顾客商品效用,但网站信誉度、商品品牌的提升对提高商品效用是有限度的。最后,针对不同渠道零售商,论文提出了营销建议。

With the formation and development of multiple shopping channels, it becomes more and more important for enterprises to understand consumers＇ decision-making mechanism in selecting shopping channel so as to make correct marketing strategy. The existing studies indicate that most consumers tend to avert risk when they buy goods. Therefore, from the view of transaction cost, this paper uses utility theory to build the model of risk-averse consumers＇ goods utility under two different shopping channels： traditional channel and Interact, and analyzes the impact of the changes on the goods utility in searching cost, evaluating cost, paying cost and time cost when consumers make decision on shopping channel. The results indicate, as consumers decide shopping channel, the improvements of goods and services quality and the decrease of goods price and waiting time under traditional retail channel can promote the goods utility. But, the improvements are unable to unlimitedly increase the goods utility. Similarly, the promotion of website credibility and goods brand and the decrease of goods price and delivery time under Internet channel can enhance the goods utility. But, the promotion of goods utility is limited. Finally, this paper gives marketing suggestions to retailers of the two channels.