消费者跨渠道购买行为研究评述与展望

消费者跨渠道购买行为是指多渠道零售环境下,消费者在购买决策过程的不同阶段运用不同渠道的行为。文章基于文献研究法,从定义、影响因素和企业管理策略三个方面对消费者跨渠道购买行为的国内外相关研究进行了梳理和评述,阐述了消费者跨渠道购买行为的定义,总结了消费者跨渠道购买行为的影响因素,归纳了企业对消费者跨渠道购买行为的管理策略并进行了评述,分析了未来研究方向,得出消费者跨渠道购买行为可以细分为消费者跨渠道搭便车行为和消费者跨渠道保留行为,研究结果为多渠道零售企业进行渠道设计和多渠道顾客管理提供了决策参考。

Research Review and Prospect on Consumer Cross-Channel Buying Behavior

Consumer cross-channel buying behavior is the behavior that consumer uses different channels to buy during different buying decision period in multi-channel environment. Based on the method of literature review , the paper reviews the related research of consumer cross-channel buying behavior at home and abroad. The definition of consumer cross-channel buying behavior is illustrated. The influencing factors are summarized. The management strategies are concluded and commented. Future research directions are analyzed. The paper has got the conclusions that consumer cross-channel buying behavior can be divided into consumer cross-channel free-riding behavior and consumer cross-channel retention behavior, each type has two buying behavior paths, consumer cross-channel buying behavior is mainly influenced by consumers, products, channels or retailers, the key of enterprises＆#39; multi-channel customer management is how to design channels, so as to broaden the research prospective of scholars and provide decision references for multi-channel retail enterprises＆#39; channel design and multi-channel customer management.