O2O模式下消费者购买决策影响因素社群关系研究

被引：14

作者：

王崇 ^{[1
]}

陈大峰 ^{[2
]}

机构：

[1] 南京审计大学商学院

[2] 上海财经大学信息管理与工程学院

来源：

中国管理科学 | 2019年 / 27卷 / 01期

关键词：

线上到线下; 消费者; 购买决策; 多构面要素; 社群关系;

D O I：

10.16381/j.cnki.issn1003-207x.2019.01.011

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

O2O是对传统电子商务的颠覆和创新,近年来发展迅速,但缺乏理论支持。为此,以消费者购买评价为视角,通过对O2O模式下影响消费者购买意愿因素的实证分析,论文提出了影响消费者购买决策的多构面要素体系。然后,采用社会网络分析法,构建了O2O模式下消费者购买决策影响因素社群关系模型。通过对社群关系模型的挖掘与提炼,提取了构面要素社群关系的子图与O2O模式下消费者决策行为模式。研究表明,与其他变量相比,电商知名度、感知商品质量、商品品牌在影响消费者购买决策的构面要素体系中处于支配地位,消费者在购买决策时,既协同考虑电商知名度与感知商品质量、商品品牌与感知商品质量、商品线上价格与感知商品质量,又统筹权衡电商知名度与商品品牌、商品品牌与商品线上价格。最后,依据研究结果,论文为电商O2O模式营销策略提出了建议。

引用

页码：110 / 119

页数：10

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