摘要
基于创新扩散理论,研究全渠道零售中社交移动渠道与消费者行为间的关系。通过问卷调查法获得创新特征等因素与社交渠道采用意愿之间关系的数据。研究发现社交移动渠道使用意愿会受到相对优势、兼容性、复杂性、可试用性、可观察性和感知风险的影响。情景变量和渠道偏好在模型主效应的不同方面具有调节作用。最后结合社交移动渠道从创新特性方面和感知风险方面分别提出了构建全渠道服装供应链的对策建议。
Based on the diffusion-of-innovations theory,research the relationship between social mobile channels and consumer behavior in omni-channel retail.The questionnaire survey method is used to obtain data on the relationship between factors such as innovation characteristics and the willingness to adopt social channels.The study found that the willingness to use social mobile channels will be affected by relative advantages,compatibility,complexity,trialability,observability and perceived risk.Situational variables and channel preferences play a moderating role in different aspects of the model's main effects.Finally,in combination with social mobile channels,the countermeasures and suggestions for constructing an omni-channel clothing supply chain are proposed from the aspects of innovation characteristics and perceived risks.
作者
陈彦
曲洪建
CHEN Yan;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《物流科技》
2021年第6期28-32,共5页
Logistics Sci-Tech
关键词
全渠道零售
社交移动渠道
创新扩散理论
消费者行为
omni-channel retail
social mobile channels
innovation diffusion theory
consumer behavior
作者简介
陈彦(1994-),女,广西桂林人,上海工程技术大学纺织服装学院硕士研究生,研究方向:服装市场营销;通讯作者:曲洪建(1979-),男,上海工程技术大学纺织服装学院,副教授,博士,研究方向:服装产业经济与管理。
