O2O零售系统顾客采纳意愿实证研究——基于网络购物经验的调节作用被引量：8

An Empirical Study on Customers' Adoption Intention of o2o Retailing System—— The Moderating Role of Online Shopping Experience

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摘要 O2O零售能够产生顾客锁定效应,但该效应往往会因顾客对O2O零售系统采纳意愿低而表现不明显。根据影响顾客O2O零售系统采纳意愿的相关因素及其影响程度在网络购物经验不同的顾客间的差异,建立O2O零售系统采纳意愿模型,并通过实证研究验证顾客感知价值四个维度对O2O零售系统采纳意愿作用机理与网络购物经验调节作用可以发现,顾客感知价值的四个维度(省钱、便利、探索、娱乐)是影响顾客对O2O零售系统使用态度的重要因素,它们能够通过对O2O零售系统的使用态度显著影响顾客对该系统的采纳意愿,网络购物经验显著调节省钱和探索对O2O零售系统使用态度的影响,而对便利、娱乐和O2O零售系统使用态度的关系并未起到显著调节作用。基于此,为更好地提高O2O零售系统顾客采纳意愿,传统零售商在多渠道转型过程中,应从顾客采纳O2O零售系统的动机出发,提升顾客使用O2O零售系统所感知到的效用和享乐价值。 O2O retailing has ＂customer lock-in＂ effect, but this effect is not often pronounced because of customers＇ low intention in adopting O2O retailing system. The authors explore the factors that affect customer adoption intention of O2O retailing system as well as the difference in the effects of these factors among customers with different online shopping experience. The authors first construct an adoption intention model of O2O retailing system, then test the impacts of four customer perceived value dimensions on adoption intention of O2O retailing system. Also the moderating role of online shopping experience is examined. Results show that customer perceived value （i.e., monetary savings, convenience, exploration, and entertainment） significantly affect adoption intention of O2O retailing system through attitude toward using. Online shopping experience moderates the effects of monetary savings and exploration on attitude toward using, while the experience does not significantly moderate the relationship between convenience, entertainment and attitude toward using. Based on this, to better improve customers＇ adoption intention of O2O, during the transitional period of retailers, they should improve customers＇ perceived utility and value of enjoying while using the O2O retailing system.

作者吴锦峰常亚平侯德林

机构地区武汉纺织大学管理学院华中科技大学管理学院

出处《中国流通经济》 CSSCI 北大核心 2016年第5期72-80,共9页 China Business and Market

基金国家自然科学基金资助项目"多渠道整合对零售商权益的作用机理研究:基于线上与线下的视角"(71172002) "移动Web2.0环境下流媒体信息服务用户行为机理研究"(71203169) 湖北省教育厅科技资助项目"产品创新对品牌权益的影响机制研究"(Q20101611)

关键词 O2O零售系统采纳意愿使用态度网络购物经验顾客感知价值 O2O retailing system： adoption intention： attitude toward using： online shopping experience： customer per- ceived value

分类号 F713.5 [经济管理—市场营销]

作者简介吴锦峰（1975-），男，湖北省洪湖市人，武汉纺织大学管理学院副教授，管理学博士，主要研究方向为零售管理、电子商务和网络营销；常亚平（1963-），男，河南省许昌市人，华中科技大学管理学院教授，博士生导师，管理学博士，主要研究方向为战略管理、服务管理和营销管理；侯德林（1981-），男，湖南省郴州市人，武汉纺织大学管理学院副教授，管理学博士，主要研究方向为电子商务。

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