“互联网+”背景下传统零售商户转型影响因素研究

Research on the Influencing Factors of Traditional Retail Business Transformation under the “Internet +” Background

通过随机访谈和问卷调查了解“互联网+”背景下传统零售商户转型过程中的主要影响因素,从运营成本、技术水平、消费者行为和营销能力等维度建立了结构方程概念模型,提出了相关假设;利用数据分析软件对影响因素进行了分析研究,得到了各影响因素之间的路径关系,以及作用强度;根据研究结果,对零售商户、第三方企业和政府部门等相关主体,从成本控制、消费者行为引导和技术能力提高等方面提出了对策建议,以加快传统零售商户的转型。

In this paper,we learn the main factors that influence the transformation process of traditional retailers under the“Internet+”background through random interviews and questionnaires.From the aspects of operation cost,technology level,consumer behavior and marketing ability,we build a structural equation conceptual model,and put forward the relevant assumptions.Using data analysis software,we analyze the influencing factors and get the path relationships between the various factors.Drawing on the research results,we put forward countermeasures and suggestions on cost control,consumer behavior guidance and technological capability improvement for retailers,third party enterprises and government departments to accelerate the transformation of traditional retailers.