“新零售”背景下电商平台系统式线索对消费者购买意向的影响

Research on the Impact of Systematic Clues of E-commerce Platform on Consumers’ Purchase Intention under the Background of New Retail

"新零售"背景下,电商平台呈现出社交化及线上线下融合发展趋势,并陆续产生了一些新兴的信息线索,包括电商平台系统式线索,而这些系统式线索对消费者购物决策的影响是电商平台和商家普遍关注的问题。可基于刺激-机体-响应模型及相关理论,以扫地机器人体验品为例,采用情景式问卷调查法,对电商平台商家和商品层面新增及既有重要系统式线索对消费者购买意向的影响(以信任和商品质量感知为中介)进行实证分析。研究结果表明,平台商家自媒体信息质量及线下服务水平通过感知信任对消费者购买意向产生影响,但对感知商品质量的影响不显著;商品描述质量、评论质量不仅通过感知商品质量还通过感知信任影响消费者购买意向;感知信任和感知商品质量是影响消费者购买意向的前因变量,且感知信任的影响更大。可见,在购买类似扫地机器人等高风险商品时,电商平台消费者会综合网店自媒体信息质量、线下服务水平、商品描述及评论质量等多种系统式线索感知网店可信度和商品质量,进而形成购买决策。因此,为提高流量转化率,对电商平台而言,应注意开发并完善社交、线上线下互动、商品评论以及商品描述服务功能,为网店信任及质量信号传递和消费者感知提供便利;对零售网店而言,应注意结合商品自身特征、营销目标和自身条件积极应用平台提供的社交媒体、线下服务、商品描述及评论功能,增进消费者对自身的信任以及对商品质量的感知。

Under the new retail background,the e-commerce platform shows a trend of socialization and online to offline integration,generating some emerging information clues. It is urgent to conduct an in-depth study. Taking the experience product of sweeping robot as an example,using the situational questionnaire survey method,the authors empirically analyze the impact of new and existing systematic e-commerce platform clues at the level of merchant and commodity on consumers’ purchasing intention based on the SOR model and related theories. The results show that the quality of media information and the level of offline service of platform merchants have an impact on consumers’ intention to purchase through perceived trust,but the impact on perceived product quality is not significant. Commodity description quality and review quality impacts on consumers’ purchase intentions not only by perceived product quality but also by perceived trust. Perceived trust and perceived product quality are the antecedents that influence consumers’ purchasing intentions,and the impact of perceived trust is greater. It can be seen that when purchasing high-risk goods like sweeping robots,e-commerce platform consumers will perceive the credibility of online stores and quality of products through various systematic clues such as media information quality,offline service level,product description and review quality,which in turn leads to purchasing decisions. Therefore,in order to improve traffic conversion rate,e-commerce platform should pay attention to the development and improvement of social,online and offline interaction,product reviews and product description service functions,to facilitate online store trust and quality signal transmission and consumer perception. Retail online stores should pay attention to the social media,offline services,product description and comment functions provided by the platform based on the characteristics of the products themselves,marketing objectives and their own conditions,to enhance consumers’ trust in themselves and the perception of product quality.