摘要
全渠道零售研究在互联网、大数据技术背景下产生,自概念提出历经十多年,关于消费者全渠道零售选择行为国外研究较丰富,但国内研究较薄弱。现有研究成果主要体现在三个方面:零售渠道概念沿单渠道-多渠道-跨渠道-全渠道演进;消费者全渠道零售的影响因素包括产品因素、个体因素、渠道因素及零售商策略等;在消费者全渠道零售决策行为过程中,消费者利用渠道接触点完成渠道沟通,继而做出需求识别-信息搜索-评估决策-购买执行-购后行为一系列渠道决策流程活动,最后完成对全渠道零售的评价,包括渠道反馈、品牌忠诚和购买意愿等。综合而言,目前研究中关于全渠道零售变量的测量尚未有统一定论和成熟的测量量表,影响消费者选择全渠道各因素的差异性及影响系数还没有系统性探索,对消费者在全渠道零售下选择和购买的具体内容与内在结构模型的研究不具体。未来的研究应侧重于全渠道零售测量量表、新兴零售业态与全渠道零售的关系、消费者全渠道零售选择内在运行机制以及消费者全渠道零售选择评价体系等领域。
Omni-channel retail related research exists under the background of Internet and Big Data;it has been more than ten years since the existence of this concept,and there has been so much related foreign research,while the related research in China is so little. The existing research fruit includes:first,this concept develops from single channel,to multi-channel,to cross-channel,and to omni-channel;second,the influencing factors of consumer omni-channel retail includes products factor,individual factor,channel factor,and retailors’ strategy;during the process of consumers’ decision,consumers have such behaviors as channel communication,requirement identification,information searching,decision assessment,purchasing,after sale behavior,and the evaluation of omni-channel retailing(channel feedback,brand loyalty,and purchasing willingness).Because there are still some problems with the existing research,the future research should focus on measurement scale,the relation between new emerging type of retail and omni-channel retailing,the internal operational mechanism of consumer omnichannel retail selection,and the evaluation system.
作者
廖颖川
吕庆华
LIAO Ying-chuan;LV Qing-hua(Huaqiao University,Quanzhou,Fujian362021,China;Fujian Agriculture and Forestry University,Quanzhou,Fujian362400,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第8期118-128,共11页
China Business and Market
基金
国家社会科学基金项目“发达国家产业空心化、科技泡沫与人才陷阱研究”(16BJL066)
福建农林大学安溪茶学院青年骨干培养基金“互联网+背景下茶叶企业营销渠道设计”(KH1600580)
关键词
全渠道零售
渠道整合
渠道选择
渠道选择过程
omni-channel retailing
channel integration
channel selection
channel selection process
