摘要
零售商不断拓展销售渠道,多渠道零售使消费者可从不同渠道获得类似服务与产品。消费者在渠道认知过程中,通过感性分析与理性选择,合理规避风险,实现跨渠道购买。购买动机、人口统计特征主观作用于消费者渠道选择,价格比较、情景、渠道特征、产品类型对消费者的跨渠道购买产生客观影响。消费者跨渠道购买要求零售商提供相互支撑的、协调的多渠道零售体系,并依产品类型与技术支持将资源合理分配至各类渠道。
Retailers continue to expand sales channels, multi-channel retailers make consumers can get similar services and products from different channels. Consumers cross-channel purchase for avoiding risk through the sensibility analysis and rational choice in chan- nel cognitive process. The demographic and motivation are the subjective factors and the price, the scenario, channel characteristics, the product are the objective factors in cross-channel purchase. Consumers need the multi-channel retail system of supporting and coordi- nate. Retailers must make the multichannel strategy by the product and technical support, and then allocate resources reasonably.
出处
《现代营销（下）》
2013年第3期30-32,共3页
Marketing Management Review
基金
2012年国家自然科学基金--多渠道零售环境下研究型购物者的感知价值与渠道转换行为研究--零售商与购物者互动视角
项目编号:71272247
关键词
多渠道零售
跨渠道购买
渠道认知
规避风险
渠道转换
Multichannel Retail
Cross-Channel Purchase
Channel-Cognition
Avoid Risk
Channel-Migration
