购物渠道对消费者木质家具质量感知的影响

The Impact of Shopping Channels on Consumers Perception of the Quality of Wooden Furniture

聚焦于消费者购买木质家具的渠道选择情景,通过实验法控制虚拟木质家具企业线上渠道和线下渠道的销售额占比,探索消费者在线上线下不同购物渠道中购买木质家具质量感知的差异性。研究结果发现,相较于线上渠道,消费者对于线下渠道购买的木质家具质量感知并没有更高。相较于单纯的线上渠道销售或是线下渠道销售,线上线下相结合的全渠道销售模式更能提升消费者对于木质家具的质量感知,其中线上线下二八分组的木质家具质量感知最好。扩展了购物渠道和木质家具的相关研究,为家具企业建设销售渠道以及把控不同销售渠道的产品质量提供参考。

Focusing on the channel selection scenario of consumers purchasing wooden furniture,this paper explored the difference in the quality perception of consumers purchasing wooden furniture in different online and offline shopping channels by controlling the proportion of sales of online channels and offline channels of virtual wooden furniture enterprises through experimental methods.The results of the study found that compared with online channels,consumers did not have a higher perception of the quality of wooden furniture purchased through offline channels.Compared with simple online channel sales or offline channel sales,the omni-channel sales model combining online and offline could improve consumers'perception of the quality of wooden furniture,among which online and offline 28 groups of wooden furniture had the best quality perception.It expanded the research on shopping channels and wooden furniture,and it provided a reference for furniture companies to build sales channels and control the product quality of different sales channels.