复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究

›› 2015, Vol. 27 ›› Issue (9): 221-230.

复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究

沈璐, 庄贵军, 郭茹

西安交通大学管理学院, 西安 710049

收稿日期:2013-01-07 出版日期:2015-09-30 发布日期:2015-09-29
作者简介:沈璐,西安交通大学管理学院博士研究生;庄贵军,西安交通大学管理学院教授,博士生导师,博士;郭茹,西安交通大学管理学院博士研究生。
基金资助:
国家自然科学基金重点项目(71132005)。

E-purchase Intention for Complex Buying Behaviors: A Grounded-theory Research Based on Online Customer Reviews about E-purchase of Cars

Shen Lu, Zhuang Guijun, Guo Ru

School of Management, Xi'an Jiaotong University, Xi'an 710049

Received:2013-01-07 Online:2015-09-30 Published:2015-09-29

摘要/Abstract

摘要：

与复杂型购买行为相对应的卷入度高、品牌差异大的产品常被认为不宜在线销售。然而,某些品牌汽车、奢侈品等的成功在线销售,说明网购不一定排斥复杂型购买行为。此前的研究集中于讨论低风险、标准化产品的在线购买,缺乏对网上复杂型购买行为的探讨。本文以网购汽车为例,用扎根理论分析论坛言论,发现:第一,影响网上复杂型购买意愿的因素有渠道(如感知利益、产品可诊断性)、环境(如网络制度、技术信赖和消费文化)和消费者个人(如感知行为控制、品牌关系、主观产品知识、过往经验)三类;第二,主观产品知识、品牌关系、技术信赖和感知决策复杂性体现着这类购买行为的特点,它们的变化使一些原被认为不宜网上销售的产品能成功地在线销售。

关键词: 复杂型购买行为, 卷入度, 品牌差异, 网购意愿, 网络论坛

Abstract:

The literature suggests that high-involvement and highly-heterogeneous products are unsuitable for online sale. But currently, the e-purchase of automobiles and luxuries indicates that things are different now. The literature merely focuses on settings of buying low-risk and standardized products, ignoring the complex buying behaviors. This paper, based on grounded theory, analyzes consumer reviews about e-purchase of cars, and finds that channel factors (perceived benefits, product diagnosticity), environmental factors (web-institutional factors, technology-based trust, consumption culture) and individual factors (perceived behavior control, consumer-brand relationship, subjective product knowledge, past experiences, perceived complexity of decision) influence consumers' e-purchase intention. Factors such as subjective product knowledge, consumer-brand relationship, technology-based trust, and perceived complexity of decision capture the characteristics of complex buying behavior, and changes in these aspects enable corresponding products to sell online successfully.

Key words: complex buying behavior, involvement, brand heterogeneity, online-shopping intention, online forums

沈璐, 庄贵军, 郭茹. 复杂型购买行为模式下的在线购买意愿:以网购汽车为例的网络论坛扎根研究[J]. , 2015, 27(9): 221-230.

Shen Lu, Zhuang Guijun, Guo Ru. E-purchase Intention for Complex Buying Behaviors: A Grounded-theory Research Based on Online Customer Reviews about E-purchase of Cars[J]. , 2015, 27(9): 221-230.

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