摘要
本文结合服务质量和感知价值对消费者在外卖移动Apps上的决策行为进行了分析,提出了影响外卖Apps上购买意愿的重要研究假设。通过便利抽样方法收集了342份有效问卷,并采用结构方程模型定量分析样本数据。分析结果显示:(1)感知服务质量和感知价值在移动购物中是顾客决策的首要因素并正向影响购买意愿;(2)感知利益对感知价值和购买意愿具有显著正向影响,但和前人研究发现不一样的是,感知成本和感知风险对感知价值和购买意愿无直接影响;(3)感知成本和感知风险通过影响感知利益而间接影响感知价值和购买意愿。本文一方面确定了感知服务质量在移动购买中的重要决定作用;另一方面反映了国内移动零售侧重于提供持续、大力度顾客补贴和优惠的营销活动改变了消费者在购物过程中的决策依据。该营销策略弱化了顾客在消费过程中的成本和风险意识,提升了他们对感知利益的预期。
This paper combines the perspectives of perceived service quality and perceived value to explore consumers’purchasing behavior in takeaway apps,and proposes important hypotheses of how purchase intention is influenced.The authors use the convenient sample method to collect 342 valid samples and adopt the structural equation model to test their conceptual model.The conclusions include:(1)perceived service quality and perceived value are primary elements and have positive effects on customers’purchase intention in the apps.(2)Perceived benefit positively affects perceived value and purchase intention.However,contrary to previous findings,perceived cost and perceived risk do not have significant direct effects on perceived value and intention in our case.Nevertheless,(3)they significantly influence perceived value and purchase intention through affecting perceived benefit in the takeaway apps.This paper first examines and confirms the importance of perceived service quality in mobile shopping environment.Second,the conclusions provide insightful implications that deep promotions and discounts offered by B2C platforms(or firms)are changing consumers’purchasing decisions.Specifically,this strategy weakens customers’awareness of risk and cost during the purchase journey and enhances their expectations of benefit.
作者
刘欢
赵红
Liu Huan;Zhao Hong(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190;Nankai Business School,Nankai University,Tianjin 300071)
出处
《管理评论》
CSSCI
北大核心
2021年第2期207-216,共10页
Management Review
基金
国家自然科学基金面上项目(71972175)
关键词
外卖Apps
购买意愿
感知服务质量
感知价值
感知风险
takeaway apps
purchase intention
perceived service quality
perceived value
perceived risk
作者简介
刘欢,中国科学院大学经济与管理学院博士研究生,南开大学商学院助理教授;通讯作者:赵红,中国科学院大学经济与管理学院教授,博士生导师,博士。
