摘要
近年来,随着电商平台蓬勃发展,服装消费环境呈现多渠道共存的形势,消费者的服装购买渠道不再局限于传统的线下渠道,向线上渠道迁徙。为深入剖析消费者渠道迁徙的影响要素和作用机制,基于PPM理论模型和我国服装消费特点,在影响消费者购买服装从线下到线上的渠道迁徙意愿的推力、拉力和锚定力因素基础上,构建结构方程模型,探究线下渠道服装价格、线下渠道可选择性、信息搜索体验、感知易用性、感知有用性和产品感知风险对消费者服装购买渠道迁徙意愿的影响及其作用机理。实证结果表明:线下渠道服装价格、线下渠道可选择性、信息搜索体验、感知有用性等因素均对消费者购买服装时从线下转向线上的迁徙意愿有正向促进作用,产品感知风险对消费者购买服装时从线下转向线上的迁徙意愿有负向阻碍作用。
With the growth of e commerce platforms in recent years,consumers’apparel purchase channels are no longer limited to traditional offline channels but have begun to migrate to online channels,presenting a situation of multi channel coexistence.In order to deeply analyze the influencing factors and mechanisms of consumers’channel migration,based on the PPM theoretical model and the characteristics of China’s apparel consumption,the paper constructs a structural equation model on the basis of the push,pull,and anchoring factors,and it investigates the effects of offline channel apparel price,offline channel selectability,information search experience,perceived ease of use,perceived usefulness and perceived product risk on consumers’willingness to migrate to the apparel purchase channel and the function mechanisms.The empirical findings demonstrate that offline price,offline selectivity,information search experience,and perceived usefulness all have a positive effect on consumers’willingness to migrate from offline to online,whereas perceived product risk has a negative effect.
作者
姜成海
陈岳堂
JIANG Chenghai;CHEN Yuetang(School of Textile and Clothing,Hunan Institute of Engineering,Xiangtan 411104,China)
出处
《湖南工程学院学报（社会科学版）》
2023年第3期19-27,共9页
Journal of Hunan Institute of Engineering(Social Science Edition)
关键词
渠道迁徙意愿
PPM理论模型
服装消费
渠道策略
channel migration willingness
PPM theoretical model
clothing consumption
channel strategy
