购物渠道对消费者购买决策的影响研究——心理距离视角

A Study on the Influence of Shopping Channel on Consumers’ Purchasing Decision—From the Perspective of Psychological Distance

摘要: 近年来，学者们从多角度对消费者购物渠道选择决策意向进行研究。本研究从心理距离视角出发，探讨购物渠道对消费者购买决策的影响。基于心理距离的4个维度探讨线上和线下渠道在心理距离上的差距，研究消费者在感知到线上和线下两种购物渠道的心理距离差异时对购买决策的影响，并探讨消费者世俗理性的程度在心理距离和购买决策之间是否起调节作用。本研究得出结论，消费者感受到购物渠道的社会距离和假设距离对消费者购买决策有显著反向影响，社会距离和假设距离越大，消费者越倾向线下购买，反之倾向线上购买。消费者世俗理性的程度在时间距离、空间距离和购买决策之间起调节作用，消费者世俗理性的程度增强消费者感受到购物渠道的社会距离对消费者购买决策的影响。

Abstract: In recent years, scholars have studied consumers’ decision intention of choosing shopping channels from multiple perspectives. From the perspective of psychological distance, this study explores the influence of shopping channels on consumers’ purchasing decisions. Based on the four dimensions of psychological distance, this paper discusses the psychological distance gap between online and offline channels, studies the influence of consumers’ perception of psychological distance difference between online and offline shopping channels on purchasing decision, and discusses whether the degree of lay rationality of consumers plays a moderating role between psychological distance and purchasing decision. The conclusion of this study is that the perceived social distance and assumed distance of shopping channels have a significant negative impact on consumers’ purchasing decisions. The larger the social distance and assumed distance are, the more consumers tend to purchase offline, and vice versa. The degree of consumers’ lay rationality plays a moderating role among time distance, space distance and purchasing decision, and the degree of consumers’ secular rationality enhances consumers’ perception of the influence of social distance on consumers’ purchasing decision.