新零售下消费者多渠道选择行为的影响因素研究

Research on the Influencing Factors on Consumers’ Multichannel Selection in New Retail Sales

本文以服装市场为例,探讨了消费者的多渠道选择行为特征和渠道可及性,并且使用多项Logit模型分析影响消费者多渠道选择的关键因素。研究结果表明,网络平台便捷度高、价格实惠会让消费者更加青睐,但是同时网购不能试装或者购物体验等原因让一些消费者更青睐于实体店铺。经济因素和体重指数对消费者渠道选择具有交互影响。因此,传统企业有必要结合目前的网络技术和平台提供服务,形成线上和线下优势互补。

In this paper, we analyze the behavior characteristics and channel accessibility of consumers’ multichannel selection. Then taking garment market as an example, we adopt the mLogit model to analyze the key influencing factors on consumers’ multichannel selection. The results show that the great convenience of online platforms and more affordable prices will make more favorable impressions on consumers. However, at the same time, due to online shopping’s inability such as making consumers try on clothes or get access to shopping experience, some of them prefer physical stores. Besides, economic factors and BMI interplay with consumers’ channel selection. Hence, it is suggested that traditional enterprises combine the current network technology and the platform to provide novel services so as to form complementary advantages of online and offline shops.