全渠道整合对消费者满意度的影响研究:基于消费者感知赋权的视角

Study on the Effect of Omni-channel Integration on Consumer Satisfaction Based on Consumer Empowerment

为满足消费者跨渠道购物的需求,提供一个无缝的购物体验,很多零售商开始实施渠道整合,打造全渠道的零售环境。本文主要研究该环境下的消费者满意度。具体地,本文提出了全渠道整合影响消费者满意度的理论模型。该模型创新性地引入了消费者感知赋权的概念,并以其为中介变量解释全渠道整合影响消费者满意度的内在机制。本文采用问卷调查的方法收集数据,使用偏最小二乘法(PLS)验证模型,最终得出结论:全渠道整合增强了消费者感知赋权,进而提高了消费者的满意度。

In order to meet consumer needs for cross channel shopping and provide a seamless shopping experience,many retailers began to implement channel integration and create a Omni-channel retailing environment. This paper mainly studies the consumer satisfaction in this environment. Specifically,this paper puts forward a theoretical model to explain how the Omni-channel integration influences consumer satisfaction. This model innovatively introduces the concept of consumer perception of empowerment,and uses it as a mediating variable to explain the internal influence mechanism between Omni-channel integration and consumer satisfaction. This paper uses the method of questionnaire survey to collect data,uses Partial Least Squares( PLS) to evaluate and calculate the model,and finally draws the conclusion: Omni-channel integration enhances the consumer perception of empowerment,and improves customer satisfaction.