精准营销下消费者网购行为的多角度研究——基于风险感知与价值感知视角

Multi-angle Research on Online Shopping Behavior of Consumers Under Precision Marketing—Based on the Perspective of Risk Perception and Value Perception

精准营销是建立在新型技术上的营销"新物种",其有效性也受到了一定质疑,本文基于风险感知和价值感知视角构建消费者在精准营销环境下的网络购物行为模型.研究结果表明,我国消费者目前对精准营销概念的认同较低,精准营销仅仅能够提升消费者的价值感知水平;消费者的价值感知会显著提升精准营销向网络购物行为的转换,消费者的风险感知会显著降低精准营销向网络购物行为的转换;此外网络购物应该注意防范购物风险,加强精准营销的有效性.

Precision marketing is a“new species”of marketing based on new technologies and its effectiveness has also been questioned to some extent.Based on the perspectives of risk perception and value perception,this paper constructs an online shopping behavior model of consumers in a precisio n marketing environment.Research results show that Chinese consumers currently have a low sense of identification with the concept of precision marketing.Precision marketing can only improve the value perception level of consumers;consumers’perception of value will significantly ease the transition from precision marketing to online shopping behavior,and consumers'perception of risk will significantly hinder the transition from precision marketing to online shopping behavior.In addition,online shoppers should guard against shopping risks and enhance the effectiveness of precision marketing.