实体与网络零售下消费者渠道迁徙行为模型的构建

Modeling Consumers' Channel Migration Behavior in Entity and Network Retails

通过构建消费者迁徙行为理论模型,并运用Agent仿真建模方法,对网络消费者进行抽象,从复杂适应系统理论的角度,分析实体与网络零售双渠道背景下消费者渠道迁徙行为。研究发现,消费者渠道信任倾向、消费者可接触人数对于网络渠道的消费者有较大影响;时间因素会大幅度地刺激实体渠道消费者购买,同时调整渠道间价格比会影响消费者的渠道选择。当价格比相等时,实体渠道和网络渠道购物方式并无明显差异。

This paper builds up a model for consumers' channel migration behavior and generalizes network consumers by using agent simulated modeling method to analyze consumers' channel migration behavior under the background of double channels of entity and network retail sales from the aspect of complex adaptive system theory.Research shows that:(1)consumers trust inclination to channels,the number of people they can contact have great influences on network channel consumers;(2)time factor will greatly stimulate entity channel consumers' purchase,and meanwhile the adjustment to the price ratios among channels will influence consumers' choice of channels;(3)when the price ratios are equal,there are no significant differences in the purchase ways of entity and network channels.