双渠道顾客消费行为研究
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摘要
随着互联网的快速发展,网络购物日益繁荣,越来越多的顾客穿梭于实体店铺和网络店铺之间进行消费行为,成为双渠道顾客。根据26次中国互联网状况统计报告指出,截至2010年6月,中国网民规模达到4.2亿,中国网络购物人数已达1.42亿,也就是说,中国双渠道顾客人数已达到1.42亿的规模,并且随着人数和交易量与日俱增,他们已经成为消费市场的主力军。因此,了解并熟知双渠道顾客消费行为已经成为理论界和实践界迫切需要解决的问题。本文基于交换理论、交易成本理论和顾客价值理论分析双渠道顾客消费行为形成机理,构建双渠道顾客购物决策过程模型,得出渠道选择、渠道评价和渠道保留是双渠道顾客主要消费行为。王全胜、韩顺平等(2009)指出：从国外的研究现状来看,基于顾客购物决策过程的渠道选择行为实证研究刚刚起步,我国基于购物过程的顾客渠道选择领域的研究还是一片尚待开发的“处女地”。所以,本文是对双渠道顾客消费行为进行探索性的研究。
首先,本文在明确研究背景、意义和目的,界定基本概念和研究视角,提出研究技术路线和研究方法的基础上,阐述传统店铺渠道顾客消费行为和网络渠道顾客消费行为。详尽分析双渠道顾客的渠道选择行为、渠道绩效评价行为和渠道保留行为,并概述了社会交换理论、交易成本理论、顾客价值理论、顾客满意理论、关系营销理论是双渠道顾客消费行为的理论基础。
其次,本文梳理双渠道顾客消费行为的形成机理,构建出购物决策过程模型,总结出选择行为、评价行为和保留行为是双渠道顾客消费行为的主要内容,并依次建立了三种行为的理论模型。
接着,本文对顾客选择行为和顾客渠道评价行为进行实证研究,双渠道顾客选择行为实证研究中,主要依据顾客价值理论构建出双渠道顾客渠道选择理论模型并提出研究假设,然后进行实证设计,进行小规模访谈和预调研,用SPSS16.0进行效度和信度分析,形成正式问卷,进行描述性统计分析后利用AMOS7.0进行数据质量的信度和效度分析以及验证性分析,最后进行结构方程分析,得出结论；双渠道顾客渠道绩效评价行为实证研究中,依据顾客满意理论和需理论构建顾客视角的渠道绩效评价体系模型,并依据AHP层次分析法和模糊评价法进行评价,最后得出结论。
最后,概括出本研究的结论,指出对企业管理者的借鉴意义、研究局限以及对未来的展望等。
通过理论分析和实证验证,取得的研究结果如下：
第一,归纳出双渠道顾客消费行为形成机理并构建购物决策过程模型。
双渠道顾客进行消费时同样依据的是利益最大化原则,即以最小的成本换取最有价值的产品,根据前人的研究,可以推出双渠道消费行为是顾客主动选择特定渠道和服务方式的过程,也就是基于“交易交换”的基础,顾客进行的渠道选择行为。另外,随着交易的达成,顾客与企业之间会产生互动,同时就形成了顾客基于“关系交换”的基础进行的渠道保留行为。所以双渠道顾客消费行为就是以交换为主线,贯穿整个过程,同时交换的过程就是顾客进行交易权衡的过程,权衡的基础就是价值。因此,笔者从交换、交易成本、顾客价值三个方面阐述双渠道顾客消费行为形成机理。因为消费行为本身就是一个过程,因此笔者构建的双渠道顾客购物决策过程模型,就是由选择、评价及保留在内的消费行为。
第二,将双渠道顾客选择的影响因素划分为四个维度,顾客因素、渠道因素、产品因素和情境因素,并在实证中得到支持。
尽管学术界关于影响顾客渠道选择因素的研究不少,但是都没有经过实证验证,本文将影响因素划分为四个维度并进行了实证验证,只有网络摄入程度对信息搜寻选择没有显著影响,其他假设都得到了显著支持或者部分支持。这说明本文提出的渠道选择影响因素的构成维度是科学的。
第三,信息搜寻选择对购买选择有一定的影响,并进行了实证验证。
信息搜寻选择对购买选择有影响但并不显著。这说明顾客在购物过程中,搜寻信息和购买两种行为是既相关又分离的,同时验证了Strebel et al. (2004)的观念：在信息搜索阶段,顾客倾向于使用多种渠道来获取信息。这也说明了不同渠道在搜索阶段存在替代效应。同时也能够验证双渠道顾客的选择行为就是顾客在交换时,依据利益最大化原则即对交易成本的衡量过程。
第四,购买选择对顾客价值中的效用价值和体验价值都有显著的影响,但是信息搜寻选择对体验价值却没有任何影响,并通过实证验证。
购买选择直接影响顾客的效用价值和体验价值,这直接说明了双渠道购买选择的确能够带来更多的顾客价值。双渠道信息搜寻选择更够给顾客一定的效用价值,肯定了前人的研究：网络渠道相对于传统渠道在产品信息展示上具有前所未有的优势,网络渠道正成为一种替代渠道。但是本研究的信息搜寻选择对体验价值没有什么影响,这可能同本研究选择的样本人群的网络掌握技术有关(大学本科以上学历达到83%),也就是当网络信息搜寻行为成为样本人群信息搜寻的主要方式时,就淡化了顾客的体验价值。
第五,从顾客视角衡量渠道绩效,并设计测量指标,进行实证研究。
关于顾客视角的渠道绩效一直没有人进行过实证研究,本文构建顾客满意的三个维度,产品满意、服务满意和深层次满意,并分别设计它们的测量构面,作为渠道绩效评价指标对双渠道和单渠道绩效进行评价,得出比较满意的评价等级。
第六,人口统计特征不同,特别是年龄不同导致对渠道绩效衡量标准不同。
由于双渠道顾客主要集中于20-40岁之间的购买人群,占到双渠道顾客调查总数的93.8%,他们熟悉网络,善于上网购物,能够游刃有余的穿梭双渠道进行消费行为,所以他们对渠道的标准要求比较高,特别是深层次需求的满意要求比较高,而单渠道顾客的购买人群主要集中在40岁以上的人群,占到单渠道顾客调查总人数的65%,他们没有网络购物经验,所以渠道评价主要是依据自身的购物经验对比。
第七,构建顾客满意的构成维度,并设计出三个维度的构面作为顾客视角的渠道绩效评价指标,并经过实证验证。
本文构建了顾客满意的三个维度,产品满意、服务满意和深层次需求满意,并设计出它们的构面,产品满意包括产品质量和产品价格；服务满意包括便利性、专业化、态度和效率；深层次需求满意包括信息沟通、定制化、成就感和尊重信赖。
双渠道顾客还是单渠道顾客对产品质量的满意度都不错,但是对于服务方面差异较大。双渠道顾客的服务便利性、服务专业化和服务效率的满意度要远远高于单渠道顾客,这说明双渠道在服务方面的优越性。服务人员的信息沟通能力,双渠道更能让顾客满意,也就是双渠道方式获取的信息数量和质量毕竟要大于单渠道方式,但是对实现顾客特殊要求、顾客感受到的成就感和受尊重的感,单渠道顾客要高于双渠道顾客。出现这种现象的原因可能是由于调查人群的人口特征不同,特别是年龄层次不同而导致的评判标准不一样,例如大于40岁的单渠道顾客,他们的评判标准是以前的购物经验,甚至还有计划经济时期的购物经验,所以相对而言,这些顾客购物明显感受比以前受到尊重,成就感更高,个性化需求也能够实现,因此,单渠道顾客的深层次需求满意度比双渠道要高一些。双渠道顾客人群多集中在20—40岁之间,受过良好教育,更懂得维护自身的权益,所以对深层次需求的标准要高一些。
本文主要包括三个创新点：
第一,探究渠道选择对顾客价值的影响关系,并进行实证研究,开发顾客渠道选择量表。
关于渠道选择的实证研究,我国还是一片空白,本文主要探讨双渠道信息搜寻选择和双渠道购买选择对顾客价值中的体验价值和效用价值的影响关系,进行了实证研究,同时,开发了顾客渠道选择量表。
第二,构建顾客渠道选择的影响因素维度,并进行实证研究。
学者们对影响顾客渠道选择因素众说纷纭,本文就是基于前人研究,构建双渠道顾客渠道选择影响因素的维度以及各维度的构面,顾客因素(购物动机、网络摄入程度、感知风险)、渠道因素(渠道收益)、情境因素(物理条件、时间条件)、产品因素(产品属性),并进行了实证研究。
第三,从顾客视角对渠道绩效进行评价,构建顾客渠道满意维度及各构面,并进行实证研究,开发顾客视角渠道绩效测量量表。
渠道绩效评价一直是站在社会视角或者生产商视角进行评价的,从顾客视角对渠道绩效进行评价的实证研究目前还是一片空白。本文就是依据顾客满意理论、需求理论构建顾客视角的渠道绩效评价体系模型,评价体系包括三个方面：产品满意(质量、价格),服务满意(便利性、专业化、态度和效率),深层次需求满意(信息沟通、定制化、成就感和尊重信赖),并进行实证研究,同时,开发顾客视角渠道绩效评价的测量量表。
With the rapid development of Internet, online shopping growing prosperity, more and more customers shuttling between brick stores and online stores, they become the dual-channel customer. According to the 26th Statistical Survey Report on China Internet that, as of June 2010, China's netizens reached 420 million, the number of online shopping in China reached 142 million. That is, the number of the dual-channel customer in China has reached 142 million, with the increasing number and volume, they have become the Intermediate power in the consumer market.Therefore, to understand and well-known the dual-channel consumer behavior has become an urgent need. Based on exchange theory, transaction cost theory and customer value theory analysis of dual-channel mechanism of consumer behavior, it build the dual-channel customer purchase decision, channel selection, channel evaluation and channel retain are major consumer behavior.
Research from the foreign point of view, empirical research based on shopping decision-making process customer channel choice behavior has just started, the process of our state customers shopping channel choice research in the field yet to be developed and a "virgin land." Therefore, this is a explore dual-channel consumer behavior research.
Firstly, this paper define background, meaning and purpose, define basic concepts and research perspectives, proposed research techniques routes and methods, and describes the traditional channels consumer behavior, and analysis network channel consumer behavior, detailed analysis of the dual-channel customer's channel choice behavior, and performance evaluation behavior、retention behavior, and outlines the social exchange theory, transaction cost theory, customer value theory, customer satisfied theory and relationship marketing theory.
Secondly, this paper sort the dual-channel consumer behavior formation mechanism, build a shopping mode of decision-making process, summed up the channels of choice behavior, evaluation behavior and retention are main contents of consumer behavior, and establish three the theoretical model.
Then, this paper conduct empirical research of customer choice behavior and customer evaluation behavior. In the empirical research of customer choice behavior, we build on a dual-channel customer channel choice theory model and propose hypotheses based on customer value theory.and conduct empirical design, conduct small-scale interviews and pre-research, conducted by SPSS16.0 validity and reliability analysis, the formal questionnaire, descriptive statistical analysis of data quality using AMOS7.0 the reliability and validity analysis and confirmatory analysis, the final structural equation analysis,and draw conclusions; In addition, in the reserch of dual-channel customer channels evaluation, building on the customer perspective performance evaluation model based on customer satisfaction theory and needs theory, and based on AHP and fuzzy evaluation method to evaluate the final conclusion.
Finally, summarize the conclusions of this study, pointed out that the reference to the enterprise managers, study limitations and future prospects and so on.
Through theoretical analysis and empirical validation, obtained results are as follows:
First, sum up the formation mechanism of the dual-channel consumer behavior and build shopping decision-making process model.
The dual-channel customer based on the principle that the minimum cost for the most valuable products, according to previous studies, can be introduced dual-channel consumers select specific channels and services means,that is, the customer's channel choice behavior based on the process of which is "trading exchange" basis. In addition, with the transaction reached, customers and businesses will interact at the same time and form acustomer retention behavior based "relationship exchange". So the dual-channel consumers behavior is the main line of exchange running through the entire process, while the exchange process is the process of customers to trade balance, balance is the basis of value. Therefore, the author from the exchange, transaction costs, customer value,the three aspects of dual channel formation analysis mechanism of consumer behavior. Because consumer behavior is a process itself, so I built the dual-channel customer purchase decision process model that includes three behaviors,the selection, evaluation and retenions.
Second, I put impact of the dual-channel customer of choose factors into four dimensions, customer factor, channel factors, product factors and situational factors, and evidence in support.
While the academia have many research of selection factors of impact customers, but have not been empirical validation, this article will be divided into four dimensions of influence factors and the empirical validation, only the degree of network information search options intake had no significant effect,other assumptions that have been significant support or partial support. This shows that the proposed composition of channel choice of factors is a scientific dimension.
Third, information search option have certain influence to purchase options, and the empirical validation.
Information search choose have been an impact on purchase choose, but not significant. This shows that customers in the shopping process, the search for information behavior and buying behavior is relevant but separate, and Gverify the Strebel et al. (2004) concept:the information search stage, the customers tend to use multiple channels to obtain information. This also explains the existence of different channels in the search stage of the substitution effect. It is to verify that the dual-channel customer choice behavior in the exchange, according to the principle of benefit maximization,and that is the process of measuring transaction costs.
Fourth, the purchase option have a significant impact on the utility value and experience value of customer value, but through empirical research,the information earch option has no effect on experience value.
Purchase option has a direct impact on customer's utility value and experience value, which directly shows the dual-channel shopping can indeed bring more customer value. Dual channel information searching option can bring more effective value to customers, confirmed previous research:network channel in the product information show can provide unprecedented advantages compared to traditional channels, the network channel is becoming an alternative channel. However, in this study, the information search options have little impact on the experience value, which may be selected the sample of network control technology-related groups (university degree or above 83%), that is, when the network information search behavior is the main mode in Shopping Search to sample population, it will play down the value of customer experience.
Fifth, measure channel performance from the customer perspective, and design metrics, empirical research.
No people has been empirical research on the Performance of the channel from the customer perspective, we construct the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep satisfaction, and are designed for measurement of their dimensions, as the evaluation of dual-channel performance and single channel performance evaluation, obtained relatively satisfactory evaluation rating.
Sixth, different demographic characteristics, particularly age, lead to different standards of channels performance measures.
Because the the dual-channel customer mainly between the ages of 20-40, accounting for the total number of surveys the dual-channel customer 93.8%, they are familiar with the network, good online shopping, the shuttle is ideally suited for dual-channel consumer behavior, so they ask channel's standard is relatively high, especially deep-seated satisfaction require a relatively high demand, and the purchase of single-channel customers mainly in the crowd of people over the age of 40, accounting for the total number of single-channel customer surveys for 65%, they do not have online shopping experience Therefore, the channel from the customer perspective of the evaluation is mainly based on their own comparison shopping experience.
Seventh, design three dimensions of customer satisfaction, as a customer perspective of performance evaluation indicators, and through empirical validation.
We build the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep-seated need satisfaction, and design of their dimensions, including product quality, product satisfaction and product prices; service satisfaction, including convenience, professionalism, attitude and efficiency; deep-seated need satisfaction, including communication, customization, sense of accomplishment and respect for trust.
Both the dual-channel customer and the single-channel customer are good satisfaction with product quality, but quite different in services. The dual-channel customer service convenience, service professional satisfaction and service efficiency is much higher than the single-channel customers, indicating that dual-channel advantages in services. Customers are satisfactfied with information communication capability by dual-channel. That is,through dual-channel mode for the quantity and quality of information, after all, is greater than the single-channel mode. But the realization of customer specific requirements, customer feel a sense of accomplishment and respect sense, the single-channel customer is higher than the the dual-channel customer. Reason for this phenomenon may be due to different study population characteristics of the population, particularly due to the different ages are different criteria, such as greater than 40-year-old single-channel customers, and their criteria are the previous shopping experience, or even during the planned economy, so relatively speaking, the customer shopping experience was to be respected than before, a higher sense of achievement, individual needs can also be achieved, therefore, the single-channel customer should be satisfaction higher than the dual-channel customer in deep needs. The dual-channel customer are in the population between the ages of 20-40, well educated and know how to protect their own interests, so the standard deep-seated need to be higher.
This article includes three innovations:
First, explore the impact relationship between the customer's channels choice and the customer value, and empirical research, developing customer channel choice scale.
It is a blank in China that channel choice empirical research, this paper focuses on relationships between dual-channel information searching option and purchase option and experience value and utility value of customer value,an empirical study, the same time, developing customer channels choice scale.
Second, build customer channel choice of factor dimensions, and empirical research.
Scholars have divergent views of factors affecting customer channel choice, this article is based on previous research, build channels of dual-channel customer dimension, customer factors (shopping motivation, networking intake level of perceived risk), channel factors (channel gain), situational factors (physical conditions, time conditions), product factors (product attributes),and an empirical study.
Third, from the perspective of the customer to evaluate the performance of the channel, building dimensions of customer satisfaction, and empirical research, developing customer perspective performance measurement scale sources.
Channel performance evaluation has been the social perspective and the producer standing perspective in the evaluation, from the customer perspective to evaluate the channel performance of empirical research is still a blank. This paper is based on customer satisfaction, build customer demand theory for the customer to bulid perspective model of channel performance evaluation system, evaluation system includes three aspects:product satisfaction (quality, price), service satisfaction (convenience, professionalism, attitude and efficiency), deep-seated demand satisfaction (information, communication, customization, sense of accomplishment and respect for the trust), and empirical research, while developing customer perspective performance evaluation measurement scale.
首先,本文在明确研究背景、意义和目的,界定基本概念和研究视角,提出研究技术路线和研究方法的基础上,阐述传统店铺渠道顾客消费行为和网络渠道顾客消费行为。详尽分析双渠道顾客的渠道选择行为、渠道绩效评价行为和渠道保留行为,并概述了社会交换理论、交易成本理论、顾客价值理论、顾客满意理论、关系营销理论是双渠道顾客消费行为的理论基础。
其次,本文梳理双渠道顾客消费行为的形成机理,构建出购物决策过程模型,总结出选择行为、评价行为和保留行为是双渠道顾客消费行为的主要内容,并依次建立了三种行为的理论模型。
接着,本文对顾客选择行为和顾客渠道评价行为进行实证研究,双渠道顾客选择行为实证研究中,主要依据顾客价值理论构建出双渠道顾客渠道选择理论模型并提出研究假设,然后进行实证设计,进行小规模访谈和预调研,用SPSS16.0进行效度和信度分析,形成正式问卷,进行描述性统计分析后利用AMOS7.0进行数据质量的信度和效度分析以及验证性分析,最后进行结构方程分析,得出结论；双渠道顾客渠道绩效评价行为实证研究中,依据顾客满意理论和需理论构建顾客视角的渠道绩效评价体系模型,并依据AHP层次分析法和模糊评价法进行评价,最后得出结论。
最后,概括出本研究的结论,指出对企业管理者的借鉴意义、研究局限以及对未来的展望等。
通过理论分析和实证验证,取得的研究结果如下：
第一,归纳出双渠道顾客消费行为形成机理并构建购物决策过程模型。
双渠道顾客进行消费时同样依据的是利益最大化原则,即以最小的成本换取最有价值的产品,根据前人的研究,可以推出双渠道消费行为是顾客主动选择特定渠道和服务方式的过程,也就是基于“交易交换”的基础,顾客进行的渠道选择行为。另外,随着交易的达成,顾客与企业之间会产生互动,同时就形成了顾客基于“关系交换”的基础进行的渠道保留行为。所以双渠道顾客消费行为就是以交换为主线,贯穿整个过程,同时交换的过程就是顾客进行交易权衡的过程,权衡的基础就是价值。因此,笔者从交换、交易成本、顾客价值三个方面阐述双渠道顾客消费行为形成机理。因为消费行为本身就是一个过程,因此笔者构建的双渠道顾客购物决策过程模型,就是由选择、评价及保留在内的消费行为。
第二,将双渠道顾客选择的影响因素划分为四个维度,顾客因素、渠道因素、产品因素和情境因素,并在实证中得到支持。
尽管学术界关于影响顾客渠道选择因素的研究不少,但是都没有经过实证验证,本文将影响因素划分为四个维度并进行了实证验证,只有网络摄入程度对信息搜寻选择没有显著影响,其他假设都得到了显著支持或者部分支持。这说明本文提出的渠道选择影响因素的构成维度是科学的。
第三,信息搜寻选择对购买选择有一定的影响,并进行了实证验证。
信息搜寻选择对购买选择有影响但并不显著。这说明顾客在购物过程中,搜寻信息和购买两种行为是既相关又分离的,同时验证了Strebel et al. (2004)的观念：在信息搜索阶段,顾客倾向于使用多种渠道来获取信息。这也说明了不同渠道在搜索阶段存在替代效应。同时也能够验证双渠道顾客的选择行为就是顾客在交换时,依据利益最大化原则即对交易成本的衡量过程。
第四,购买选择对顾客价值中的效用价值和体验价值都有显著的影响,但是信息搜寻选择对体验价值却没有任何影响,并通过实证验证。
购买选择直接影响顾客的效用价值和体验价值,这直接说明了双渠道购买选择的确能够带来更多的顾客价值。双渠道信息搜寻选择更够给顾客一定的效用价值,肯定了前人的研究：网络渠道相对于传统渠道在产品信息展示上具有前所未有的优势,网络渠道正成为一种替代渠道。但是本研究的信息搜寻选择对体验价值没有什么影响,这可能同本研究选择的样本人群的网络掌握技术有关(大学本科以上学历达到83%),也就是当网络信息搜寻行为成为样本人群信息搜寻的主要方式时,就淡化了顾客的体验价值。
第五,从顾客视角衡量渠道绩效,并设计测量指标,进行实证研究。
关于顾客视角的渠道绩效一直没有人进行过实证研究,本文构建顾客满意的三个维度,产品满意、服务满意和深层次满意,并分别设计它们的测量构面,作为渠道绩效评价指标对双渠道和单渠道绩效进行评价,得出比较满意的评价等级。
第六,人口统计特征不同,特别是年龄不同导致对渠道绩效衡量标准不同。
由于双渠道顾客主要集中于20-40岁之间的购买人群,占到双渠道顾客调查总数的93.8%,他们熟悉网络,善于上网购物,能够游刃有余的穿梭双渠道进行消费行为,所以他们对渠道的标准要求比较高,特别是深层次需求的满意要求比较高,而单渠道顾客的购买人群主要集中在40岁以上的人群,占到单渠道顾客调查总人数的65%,他们没有网络购物经验,所以渠道评价主要是依据自身的购物经验对比。
第七,构建顾客满意的构成维度,并设计出三个维度的构面作为顾客视角的渠道绩效评价指标,并经过实证验证。
本文构建了顾客满意的三个维度,产品满意、服务满意和深层次需求满意,并设计出它们的构面,产品满意包括产品质量和产品价格；服务满意包括便利性、专业化、态度和效率；深层次需求满意包括信息沟通、定制化、成就感和尊重信赖。
双渠道顾客还是单渠道顾客对产品质量的满意度都不错,但是对于服务方面差异较大。双渠道顾客的服务便利性、服务专业化和服务效率的满意度要远远高于单渠道顾客,这说明双渠道在服务方面的优越性。服务人员的信息沟通能力,双渠道更能让顾客满意,也就是双渠道方式获取的信息数量和质量毕竟要大于单渠道方式,但是对实现顾客特殊要求、顾客感受到的成就感和受尊重的感,单渠道顾客要高于双渠道顾客。出现这种现象的原因可能是由于调查人群的人口特征不同,特别是年龄层次不同而导致的评判标准不一样,例如大于40岁的单渠道顾客,他们的评判标准是以前的购物经验,甚至还有计划经济时期的购物经验,所以相对而言,这些顾客购物明显感受比以前受到尊重,成就感更高,个性化需求也能够实现,因此,单渠道顾客的深层次需求满意度比双渠道要高一些。双渠道顾客人群多集中在20—40岁之间,受过良好教育,更懂得维护自身的权益,所以对深层次需求的标准要高一些。
本文主要包括三个创新点：
第一,探究渠道选择对顾客价值的影响关系,并进行实证研究,开发顾客渠道选择量表。
关于渠道选择的实证研究,我国还是一片空白,本文主要探讨双渠道信息搜寻选择和双渠道购买选择对顾客价值中的体验价值和效用价值的影响关系,进行了实证研究,同时,开发了顾客渠道选择量表。
第二,构建顾客渠道选择的影响因素维度,并进行实证研究。
学者们对影响顾客渠道选择因素众说纷纭,本文就是基于前人研究,构建双渠道顾客渠道选择影响因素的维度以及各维度的构面,顾客因素(购物动机、网络摄入程度、感知风险)、渠道因素(渠道收益)、情境因素(物理条件、时间条件)、产品因素(产品属性),并进行了实证研究。
第三,从顾客视角对渠道绩效进行评价,构建顾客渠道满意维度及各构面,并进行实证研究,开发顾客视角渠道绩效测量量表。
渠道绩效评价一直是站在社会视角或者生产商视角进行评价的,从顾客视角对渠道绩效进行评价的实证研究目前还是一片空白。本文就是依据顾客满意理论、需求理论构建顾客视角的渠道绩效评价体系模型,评价体系包括三个方面：产品满意(质量、价格),服务满意(便利性、专业化、态度和效率),深层次需求满意(信息沟通、定制化、成就感和尊重信赖),并进行实证研究,同时,开发顾客视角渠道绩效评价的测量量表。
With the rapid development of Internet, online shopping growing prosperity, more and more customers shuttling between brick stores and online stores, they become the dual-channel customer. According to the 26th Statistical Survey Report on China Internet that, as of June 2010, China's netizens reached 420 million, the number of online shopping in China reached 142 million. That is, the number of the dual-channel customer in China has reached 142 million, with the increasing number and volume, they have become the Intermediate power in the consumer market.Therefore, to understand and well-known the dual-channel consumer behavior has become an urgent need. Based on exchange theory, transaction cost theory and customer value theory analysis of dual-channel mechanism of consumer behavior, it build the dual-channel customer purchase decision, channel selection, channel evaluation and channel retain are major consumer behavior.
Research from the foreign point of view, empirical research based on shopping decision-making process customer channel choice behavior has just started, the process of our state customers shopping channel choice research in the field yet to be developed and a "virgin land." Therefore, this is a explore dual-channel consumer behavior research.
Firstly, this paper define background, meaning and purpose, define basic concepts and research perspectives, proposed research techniques routes and methods, and describes the traditional channels consumer behavior, and analysis network channel consumer behavior, detailed analysis of the dual-channel customer's channel choice behavior, and performance evaluation behavior、retention behavior, and outlines the social exchange theory, transaction cost theory, customer value theory, customer satisfied theory and relationship marketing theory.
Secondly, this paper sort the dual-channel consumer behavior formation mechanism, build a shopping mode of decision-making process, summed up the channels of choice behavior, evaluation behavior and retention are main contents of consumer behavior, and establish three the theoretical model.
Then, this paper conduct empirical research of customer choice behavior and customer evaluation behavior. In the empirical research of customer choice behavior, we build on a dual-channel customer channel choice theory model and propose hypotheses based on customer value theory.and conduct empirical design, conduct small-scale interviews and pre-research, conducted by SPSS16.0 validity and reliability analysis, the formal questionnaire, descriptive statistical analysis of data quality using AMOS7.0 the reliability and validity analysis and confirmatory analysis, the final structural equation analysis,and draw conclusions; In addition, in the reserch of dual-channel customer channels evaluation, building on the customer perspective performance evaluation model based on customer satisfaction theory and needs theory, and based on AHP and fuzzy evaluation method to evaluate the final conclusion.
Finally, summarize the conclusions of this study, pointed out that the reference to the enterprise managers, study limitations and future prospects and so on.
Through theoretical analysis and empirical validation, obtained results are as follows:
First, sum up the formation mechanism of the dual-channel consumer behavior and build shopping decision-making process model.
The dual-channel customer based on the principle that the minimum cost for the most valuable products, according to previous studies, can be introduced dual-channel consumers select specific channels and services means,that is, the customer's channel choice behavior based on the process of which is "trading exchange" basis. In addition, with the transaction reached, customers and businesses will interact at the same time and form acustomer retention behavior based "relationship exchange". So the dual-channel consumers behavior is the main line of exchange running through the entire process, while the exchange process is the process of customers to trade balance, balance is the basis of value. Therefore, the author from the exchange, transaction costs, customer value,the three aspects of dual channel formation analysis mechanism of consumer behavior. Because consumer behavior is a process itself, so I built the dual-channel customer purchase decision process model that includes three behaviors,the selection, evaluation and retenions.
Second, I put impact of the dual-channel customer of choose factors into four dimensions, customer factor, channel factors, product factors and situational factors, and evidence in support.
While the academia have many research of selection factors of impact customers, but have not been empirical validation, this article will be divided into four dimensions of influence factors and the empirical validation, only the degree of network information search options intake had no significant effect,other assumptions that have been significant support or partial support. This shows that the proposed composition of channel choice of factors is a scientific dimension.
Third, information search option have certain influence to purchase options, and the empirical validation.
Information search choose have been an impact on purchase choose, but not significant. This shows that customers in the shopping process, the search for information behavior and buying behavior is relevant but separate, and Gverify the Strebel et al. (2004) concept:the information search stage, the customers tend to use multiple channels to obtain information. This also explains the existence of different channels in the search stage of the substitution effect. It is to verify that the dual-channel customer choice behavior in the exchange, according to the principle of benefit maximization,and that is the process of measuring transaction costs.
Fourth, the purchase option have a significant impact on the utility value and experience value of customer value, but through empirical research,the information earch option has no effect on experience value.
Purchase option has a direct impact on customer's utility value and experience value, which directly shows the dual-channel shopping can indeed bring more customer value. Dual channel information searching option can bring more effective value to customers, confirmed previous research:network channel in the product information show can provide unprecedented advantages compared to traditional channels, the network channel is becoming an alternative channel. However, in this study, the information search options have little impact on the experience value, which may be selected the sample of network control technology-related groups (university degree or above 83%), that is, when the network information search behavior is the main mode in Shopping Search to sample population, it will play down the value of customer experience.
Fifth, measure channel performance from the customer perspective, and design metrics, empirical research.
No people has been empirical research on the Performance of the channel from the customer perspective, we construct the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep satisfaction, and are designed for measurement of their dimensions, as the evaluation of dual-channel performance and single channel performance evaluation, obtained relatively satisfactory evaluation rating.
Sixth, different demographic characteristics, particularly age, lead to different standards of channels performance measures.
Because the the dual-channel customer mainly between the ages of 20-40, accounting for the total number of surveys the dual-channel customer 93.8%, they are familiar with the network, good online shopping, the shuttle is ideally suited for dual-channel consumer behavior, so they ask channel's standard is relatively high, especially deep-seated satisfaction require a relatively high demand, and the purchase of single-channel customers mainly in the crowd of people over the age of 40, accounting for the total number of single-channel customer surveys for 65%, they do not have online shopping experience Therefore, the channel from the customer perspective of the evaluation is mainly based on their own comparison shopping experience.
Seventh, design three dimensions of customer satisfaction, as a customer perspective of performance evaluation indicators, and through empirical validation.
We build the three dimensions of customer satisfaction, product satisfaction, service satisfaction and deep-seated need satisfaction, and design of their dimensions, including product quality, product satisfaction and product prices; service satisfaction, including convenience, professionalism, attitude and efficiency; deep-seated need satisfaction, including communication, customization, sense of accomplishment and respect for trust.
Both the dual-channel customer and the single-channel customer are good satisfaction with product quality, but quite different in services. The dual-channel customer service convenience, service professional satisfaction and service efficiency is much higher than the single-channel customers, indicating that dual-channel advantages in services. Customers are satisfactfied with information communication capability by dual-channel. That is,through dual-channel mode for the quantity and quality of information, after all, is greater than the single-channel mode. But the realization of customer specific requirements, customer feel a sense of accomplishment and respect sense, the single-channel customer is higher than the the dual-channel customer. Reason for this phenomenon may be due to different study population characteristics of the population, particularly due to the different ages are different criteria, such as greater than 40-year-old single-channel customers, and their criteria are the previous shopping experience, or even during the planned economy, so relatively speaking, the customer shopping experience was to be respected than before, a higher sense of achievement, individual needs can also be achieved, therefore, the single-channel customer should be satisfaction higher than the dual-channel customer in deep needs. The dual-channel customer are in the population between the ages of 20-40, well educated and know how to protect their own interests, so the standard deep-seated need to be higher.
This article includes three innovations:
First, explore the impact relationship between the customer's channels choice and the customer value, and empirical research, developing customer channel choice scale.
It is a blank in China that channel choice empirical research, this paper focuses on relationships between dual-channel information searching option and purchase option and experience value and utility value of customer value,an empirical study, the same time, developing customer channels choice scale.
Second, build customer channel choice of factor dimensions, and empirical research.
Scholars have divergent views of factors affecting customer channel choice, this article is based on previous research, build channels of dual-channel customer dimension, customer factors (shopping motivation, networking intake level of perceived risk), channel factors (channel gain), situational factors (physical conditions, time conditions), product factors (product attributes),and an empirical study.
Third, from the perspective of the customer to evaluate the performance of the channel, building dimensions of customer satisfaction, and empirical research, developing customer perspective performance measurement scale sources.
Channel performance evaluation has been the social perspective and the producer standing perspective in the evaluation, from the customer perspective to evaluate the channel performance of empirical research is still a blank. This paper is based on customer satisfaction, build customer demand theory for the customer to bulid perspective model of channel performance evaluation system, evaluation system includes three aspects:product satisfaction (quality, price), service satisfaction (convenience, professionalism, attitude and efficiency), deep-seated demand satisfaction (information, communication, customization, sense of accomplishment and respect for the trust), and empirical research, while developing customer perspective performance evaluation measurement scale.
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