全渠道零售模式下消费者体验影响因素重要性比较

Importance comparison of influencing factors of consumer experience in omni-channel retail model

零售业经历单渠道、多渠道、跨渠道步入全渠道阶段,在这一新兴模式下企业提高消费者体验,可增强顾客满意度和再购买意愿。借鉴已有研究成果,结合符合我国国情的体验维度构建全渠道零售八个阶段的消费者体验影响因素指标体系,深入分析顾客心理特征,在马斯洛需求层次理论的基础上将影响因素归类为五大方面,采用归类分析的方法对不同体验需求层次中各因素的重要性进行确定,旨为企业在全渠道零售模式下提升消费者体验满意度提供决策依据。

The retail industry has past through the stages of the single channel,multichannel and cross channel,is now entering the omni-channel stage.In this new mode,the customer satisfaction and the repurchase intention of consumers can be enhanced by the enterprise improvement of consumer experience.Using the existing research results,and combining with the experience dimension of the national conditions in China,the index system of consumer experience influencing factors is constructed in the eight stages of the omni-channel retail.The customer psychological characteristics are analyzed deeply.On the basis of Maslow’s Hierarchy of Needs theory,the influencing factors are classified into five aspects.The importance of each factor in different levels of experience needs is determined by categorization analysis,so as to provide a decision-making basis for enterprises to enhance experience satisfaction of consumers in the omni-channel retail mode.