摘要
研究消费者渠道决策有助于企业的渠道设计及营销战略的制定,论文以感知效用为视角,围绕商品风险、品牌、企业知名度对消费者感知利益、感知风险的影响,提出了9个假设,通过对样本数据的分析,对假设进行了检验。检验结果表明,商品风险对顾客渠道决策有重要影响,当商品风险较大时,顾客的渠道决策主要受企业知名度影响,如果两种渠道下的企业知名度相同,顾客会选择传统零售企业,否则,倾向选择知名度高的零售企业。当商品风险小时,如果两种渠道下的企业知名度均较高,顾客倾向选择网络零售企业,若知名度均较低,则选择传统零售企业,否则将选择知名度高的零售企业。此外,名牌商品有助于增大顾客感知利益,降低风险。
Research on consumer＇s channel decision contributes to designing business＇s marketing channels and marketing strategies. Taking perceived utility as the angle of view, this paper proposes nine hypotheses around considering merchandise＇s risk, brand and business＇ reputation impacting on consumers＇ perceived benefit and risk, and verifies the hypotheses by analyzing the sample data. The verified results are as follows. Merchandise risk has an important impact on consumers＇ channel decision. When merchandise risk is higher, the consumers＇ channel decision is mainly affected by the business＇ s reputation. Consumers choose the traditional one if the two businesses under the two channels have the same level of reputation. Otherwise, consumers incline to choose the business whose reputation is higher than the other. When merchandise risk is smaller, consumers choose the on-llne business if the two both have higher reputation, and choose the traditional one if the two businesses both have lower reputation. Otherwise, consumers choose the business whose reputation is higher than the other. In addition, the famous brand merchandise contributes to enlarging customers＇ perceived benefits and reducing the perceived risks.
出处
《管理评论》
CSSCI
北大核心
2012年第10期85-93,共9页
Management Review
基金
江苏省教育厅高校哲学社会科学研究基金(2011SJB630003)
淮海工学院社科基金(S2008002)
关键词
感知效用
感知利益
感知风险
渠道
决策
perceived utility, perceived benefit, perceived risk, channel, decision
