网购情境下消费者线下体验行为的扎根研究

摘要/Abstract

摘要： 采用扎根理论方法，通过收集和分析110位消费者线下体验经历的真实言论，识别、抽取变量，本文探讨了网购这一特殊情境下消费者线下体验行为的内涵、前因和后果，构建了一个网购情境下消费者线下体验行为模型。研究发现：首先，消费者感知的产品不确定性是关键且直接的前因变量，包括产品质量不确定性、产品适用不确定性以及产品喜爱不确定性。其次，产品因素、渠道因素和消费者个人因素通过产品不确定性影响消费者的线下体验行为。再次，线下体验行为涵盖感官体验、认知体验、试用体验和情感体验等多个维度，其后果有购买决策、购后感受与行为。另外，环境因素直接影响消费者线下体验的意愿和行为。最后，本文讨论了这一研究结果的理论和实践意义，并指出了存在的缺陷和未来的研究方向。

关键词: 网购情境, 线下体验, 不确定性, 扎根研究

Abstract: Adopting a grounded-theory approach and based on the customers' words on their offline experiences for e-retailing, this paper explores the meaning, antecedents and consequences of customer offline experience in this exclusive context and constructs a model of customer offline experience for e-retailing. It is found that first, customer perceived product uncertainty, including quality, fit and preference uncertainty, plays a key and direct role in the model. Second, customer perceived uncertainty mediates the impact of product factors, channel factors and customer personal factors on customer offline experience. Third, the consequences include buying behaviors and post-purchase behaviors. In addition, environmental factors may have direct impact on customer offline experience. The paper finally discusses the theoretical and practical significance of the results, and points out some limitations of the present study and directions for future studies.

Key words: e-retailing, offline experience, uncertainty, grounded theory

卢亭宇, 庄贵军. 网购情境下消费者线下体验行为的扎根研究[J]. 管理评论, 2021, 33(7): 190-202.

Lu Tingyu, Zhuang Guijun. A Grounded-theory-based Study of Customer Offline Experience in the Context of E-Retailing[J]. Management Review, 2021, 33(7): 190-202.

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