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首页> 外文期刊>International Journal of Electronic Commerce >An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective
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An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective

机译：消费者从传统渠道向电子渠道转换的实证研究：购买决策过程的视角

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摘要

This paper examines the relationship between purchase decisions and channel-switching intentions. A theoretical model that explains channel-switching intentions was tested with a sample of 337 consumers. The results show a 52 percent tendency to switch from off-line to on-line across four product categories:books, airline tickets, wine, and stereo systems. The order of the switching tendency was consistent with the products' search and experience attributes. Logistic regression analysis across product categories shows that differences in channel-risk perceptions, price-search intentions, evaluation effort, and waiting time have a significant impact on consumer switching from off-line to on-line shopping. Consumers who purchase on-line perceive significantly lower channel risk, search effort, evaluation effort, and waiting (delivery) time on-line than off-line and express significantly higher price-search intentions on-line than off-line. Consumers attracted to off-line channels also perceive lower search-cost and higher price-search intentions on-line than off-line, but their perceived on-line search effort and price-search intentions are significantly lower than for consumers attracted to on-line channels. These results support the important influence of the examined factors on channel switching. They also suggest that demographics may not be an effective basis for market segmentation.
机译：本文研究了购买决策与渠道切换意图之间的关系。使用337个消费者的样本测试了解释频道切换意图的理论模型。结果显示，有52％的趋势会从四种产品类别从离线切换到在线：书籍，机票，葡萄酒和立体声系统。切换趋势的顺序与产品的搜索和体验属性一致。跨产品类别的Logistic回归分析表明，渠道风险认知，价格搜索意图，评估工作和等待时间的差异对消费者从离线购物向在线购物的转变产生了重大影响。与在线购买相比，在线购买的消费者感知到的渠道风险，搜索工作，评估工作和等待（交付）时间明显低于离线，并且在线表达的搜索意向明显高于离线。吸引到离线渠道的消费者也比离线感知到更低的搜索成本和更高的在线价格搜索意图，但是他们对在线搜索的努力和价格搜索意图远低于被在线访问所吸引的消费者。线路渠道。这些结果支持了所检查因素对信道切换的重要影响。他们还暗示，人口统计学可能不是市场细分的有效依据。

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