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网络与实体店铺印象维度、感知信任及购买意愿的比较 预览 被引量:3

The Comparison of Online and Physical Store Image, Perceived Trust and Purchase Intention
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摘要 本文利用“S—R”理论和“S-O—R”理论比较了消费者在实体和网络店铺的购买意愿差异,通过分析同一消费者在实体店和网店购买周一品类产品的203个有效配对样本,结果表明:(1)实体店铺中,消费者的行为模式既有店铺印象一购买意愿,也有店铺印象一感知信任一购买意愿;网络店铺中,消费者只存在后一种行为模式;(2)实体店铺商品印象和陈列印象正向影响实体店铺感知信任,网络店铺商品印象、易用印象和结算印象正向影响网络店铺感知信任;店铺经营细节(陈列印象和结算印象)比商品印象的作用大;(3)顾客网络店铺购买意愿强于实体店铺。 By using S-R and S-O-R theory, the difference of consumers' purchase intention between physical store and online store is compared. By analyzing 203 paired samples of same customer buying same type of product from online and physical store respectively, the study finds that: in physical stores, there are both store image-purchase intention and store image-store trust-purchase intention behavior modes, while there is only the latter mode in online stores; merehandize image and layout image of physical store have positive effect on perceived trust, while merchandize image, ease of use image and settlement image have positive effect on perceived trust of online store; comparing to physical store, consumers are more likely to purchase in online store.
作者 欧阳文静 冯蛟 OUYANG Wen-jing and FENG JiaoRenmin University of China, Beijing100872, China: 2.Ningxia University, Yinchuan, Ningxia750021, China)
出处 《中国流通经济》 CSSCI 北大核心 2013年第11期77-83,共7页 China Business and Market
基金 中国人民大学科学研究基金(中央高校基本科研业务费专项资金)(项目编号:13XNH164)的资助
关键词 网络店铺 实体店铺 店铺印象 感知信任 购买意愿 online store physical store store image perceived trust purchase intention
作者简介 欧阳文静(1987-),女,湖南省郴州市人,中国人民大学商学院博士生,主要研究方向为营销模型和网络营销 冯蛟(1979-),男,宁夏回族自治区盐池县人,宁夏大学经济管理学院副教授、中国人民大学商学院博士生,主要研究方向为消费者行为、营销渠道。
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