消费者购物渠道选择的影响因素研究

Study on the Significant Factors of Consumers’ Choice of Purchase Channel

摘要:

随着电子商务的不断发展，网络购物作为一种新兴的购物方式，对传统购物产生一定冲击，在人们的生活中发挥越来越重要的作用。近几年，出现了一种新型的购物方式——网络团购，消费者在此渠道购物，交易成交不再是买方和卖方简单地达成一致便可，而是需要购买者达到一定规模以上的数量之后才可成功进行，以便于获得较大程度上的优惠价格。因此，网络团购有别于一般B2B和B2C网络购物，是一种特殊的网络购物方式。本文在总结国内外学者的研究基础上，结合消费者的行为理论和离散选择模型，进行消费者购物渠道选择的影响因素研究，从而为商家和网络平台提供一定的可行性建议。

Abstract:  With the development of e-commerce, online shopping as a new way of purchase channel, has a certain impact on people’s life and palys an important role in everyday life. In recent years, there is a new purchase channel—online group buying. It is not a simple transaction between buyer and seller, but requires a minimum number of buyers for the success of transaction in order to get great price discount. Therefore it is different from traditional B2B or B2Cshopping modes as a new purchase channel. Based on previous re- search on consumer behavior theory and discrete choice models, this paper studies the significant factors of consumers’ choice of purchase channel. The results provide useful suggestions to e-commerce companies.