多渠道零售环境下消费者跨渠道购买行为研究

零售商不断拓展销售渠道,多渠道零售使消费者可从不同渠道获得类似服务与产品。消费者在渠道认知过程中,通过感性分析与理性选择,合理规避风险,实现跨渠道购买。购买动机、人口统计特征主观作用于消费者渠道选择,价格比较、情景、渠道特征、产品类型对消费者的跨渠道购买产生客观影响。消费者跨渠道购买要求零售商提供相互支撑的、协调的多渠道零售体系,并依产品类型与技术支持将资源合理分配至各类渠道。

The Research of Customers' Cross-Channel Purchase in Multichannel Retail

Retailers continue to expand sales channels, multi-channel retailers make consumers can get similar services and products from different channels. Consumers cross-channel purchase for avoiding risk through the sensibility analysis and rational choice in channel cognitive process. The demographic and motivation are the subjective factors and the price, the scenario, channel characteristics, the product are the objective factors in cross-channel purchase. Consumers need the multi-channel retail system of supporting and coordinate. Retailers must make the multichannel strategy by the product and technical support, and then allocate resources reasonably.