摘要
网络零售业经历了十多年的飞速发展近年来已呈现出增速放缓的趋势,传统零售业态增长乏力,如何促进不同零售业态协调发展、扩大居民消费成为重要问题。在此背景下,文章通过回顾与研究现有关于网络零售业态发展对消费行为影响的相关文献,总结出网络零售业态发展的多维消费效应机制:其既对传统零售业态的消费需求具有转移作用,也能利用自身优势创造新的消费需求,还在某些条件下对消费需求产生抑制作用,具体表现为转移效应、挤入效应和挤出效应。而产品多样性、价格优势、购物体验、体验传导、口碑传播、物流速度、支付方式、网络特征、竞争环境、感知信任、感知产品、风险产品等因素决定其效应的具体形式和作用强度。基于此,本文为如何协调网络零售业和传统零售业共同发展,更好促进居民消费,给出可行性建议。
Internet retail industry has experienced a rapid development for more than ten years, and it has shown a slowdown trend in recent years. At the same time, the growth of traditional retail formats is also weak.How to coordinate the development of different retail formats and expand consumption has become an important issue today. By reviewing and studying the existing related literature on the impact of the development of online retail formats on consumer behavior, the paper summarizes the multidimensional consumption effect mechanism of the development of online retail: it not only has a transfer effect on the consumption demand of traditional retail,but also can create new consumption demand or restrains consumer demand under certain conditions, which is manifested in transfer effect, crowding-in effect and crowding-out effect. The specific form and intensity of the effect are determined by product diversity, price advantage, shopping experience, experience transmission,word-of-mouth communication, logistics speed, payment mode, network characteristics, competitive environment,perceived trust, perceived products and risky products. Based on above, this paper gives some feasible suggestions and path choices on how to coordinate the development of online retailing and traditional retailing to promote consumption better.
作者
谢迟
龙燕妮
叶胥
XIE Chi;LONG Yan-ni;YE Xu(School of Business Administration,Southwest University of Finance and Economics,Chengdu 611130,Sichuan,China)
出处
《消费经济》
CSSCI
北大核心
2020年第1期90-96,共7页
Consumer Economics
基金
国家自然科学基金面上项目(71873107)
四川省社科基金青年项目(SC19C050).
关键词
网络零售
传统零售
消费效应
Online Retailing
Traditional Retailing
Consumption Effect
作者简介
谢迟(1988-),男,湖南长沙人,西南财经大学工商管理学院博士研究生;龙燕妮(1996-),女,湖北宜昌人,西南财经大学工商管理学院硕士研究生;通讯作者:叶胥(1986-),男,四川成都人,博士,西南财经大学工商管理学院讲师。
