目标越精确越不愿意从线上转换到线下?——目标精确性,产品信息强度与渠道转换意愿

Do Consumers with Higher Goal Specificity More Reluctant to Migrate from Online Towards Offline?Goal Specificity,Product Information Intensity and Channel Migration Intention

重点探讨了目标精确性对消费者线上转线下渠道意愿影响的心理机制,以及使用线上渠道态度的中介机制。同时,研究产品信息强度对这种影响关系所产生的调节作用。研究采用240份问卷数据,发现目标精确性和线上向线下渠道转换意愿呈负相关,态度在目标精确性与线上向线下渠道转换意愿的关系中起中介作用。目标精确性与线上向线下渠道转换意愿的关系受到产品信息强度的负向调节,即在产品信息强度低时,消费者目标精确性越高,线上向线下渠道转换的意愿越低;在产品信息强度高时,消费者目标精确性高和低时线上向线下渠道转换意愿无差异。态度在产品信息强度调节目标精确性与线上向线下渠道转换意愿的关系中起中介作用。

This research mainly investigates the extent of consumers’channel migration intention from online towards offline in response to goal specificity,as well as the mediating role of consumers’online channel usage attitude.Furthermore,the moderating effect of product information intensity on the relationship between goal specificity and channel migration intention is also studied.Results from a study adopting 240 questionnaires show that goal specificity has a negative effect on consumers’channel migration intention.Moreover,attitude acts as a mediator on the effect of goal specificity on channel migration intention.Product information intensity acts as a negative moderator on the relationship of goal specificity and channel migration intention.That is,under the condition of low product intensity,higher goal specificity causes lower channel migration intention;under the condition of high product intensity,no differences were found in channel migration intention between high and low goal specificity.Attitude still acts as a mediator when product information intensity moderates the relationship between goal specific and online migration intention.