门店选址对到店自取意愿的影响

Analyzing the Impact of Store Location on Consumer Willingness for Buy Online and Pick up in Store(BOPS)

随着越来越多的零售商开通到店自取功能,本研究专注于探讨社区店和商场店这两种不同门店位置形式对消费者到店自取意愿的影响,应用联想网络理论提出了研究假设,并通过两项实验研究发现,门店位置与消费者调节定向类型之间存在显著的交互作用。具体来说,对于促进定向的消费者,商场店的门店位置能够提高其到店自取意愿,其中感知多样性起到了中介作用。相反,对于预防定向的消费者,社区店的门店位置更能提高其到店自取意愿,感知便利性在此起到中介作用。这一发现对于提升消费者到店自取意愿和优化零售商的选址布局具有重要意义。

As the"Buy Online,Pick up in Store"(BOPS)function becomes increasingly popular among retailers,this study examined how two distinct store locations,neighborhood business district stores and mall stores,influence consumer intentions to use BOPS.Drawing on associative network theory,this study hypothesis was tested through two experimental methods.It was found that a significant interaction between store location and consumer regulatory focus.Specifically,mall stores were found to enhance the BOPS willingness of promotion-focused consumers,with perceived diversity playing a mediating role.Conversely,for prevention-focused consumers,neighborhood business district stores were more effective in boosting BOPS willingness,where perceived convenience served as a mediating factor.These insights are crucial for enhancing consumer engagement with BOPS and for guiding retailers in optimizing their location strategies.