O2O模式下顾客购物渠道选择影响因素研究分析——以服装产业为例.docx

O2O模式下顾客购物渠道选择影响因素研究分析——以服装产业为例 摘要 网络技术地发展，使得商业实体店在经营上出现了很大的变化，实体店在经营时，必须更多地顾及到客户的网上选择意向。所以，线上渠道销售不仅是实体店经营的补充，也是影响顾客购物渠道选择的重要因素。尤其在当前O2O模式成为商业经营的主流模式情况下，研究顾客在购物时的渠道选择，对于服务产业的供货商和经营者而言，有着重要的参考价值，可以方便其确定供货和经营的方式。为研究O2O模式下顾客购物渠道对服装产业的影响，本论文按照购物购物前、购物中和购物后三个阶段，从商品质量、顾客和渠道三个方面，通过建立模型，对客户选择的影响因素进行全面分析。在通过对顾客发放问卷调查表后，得出顾客购物前和购物中，影响其选择线上渠道进行购物的主要因素是商品质量的可感知性、产品的安全性能以及经济性。而顾客的购物动机和对网络的熟知程度也会对顾客在购物前和购物中选择线上渠道产生影响，但对购物后的影响，不是很显著。而顾客的感知风险在购物的全过程中都对线上渠道选择有影响，渠道的有用性在购物的三个阶段上，都会产生有效影响，而易用性则在购物前对线上渠道产生很大的正面影响。关键词：O2O模式；购物；渠道选择；商品质量AbstractThe development of network technology has made great changes in the operation of commercial entities store. When entities store, they must take more account of customers online choice intention. Therefore, the online channel marketing is not only a supplement to the business of the entity store, but also an important factor that affects the choice of the customers shopping channels. Especially when the current O2O mode becomes the mainstream mode of business operation, it is of great reference value for the suppliers and operators of the service industry to study the channel selection of customers when shopping, so that it can facilitate the determination of the way of supply and operation. In order to study the effect of O2O under the mode of customer shopping channels for the garment industry, this paper according to the three stages of shopping, shopping and shopping, from the three aspects of product quality, customer and channel, through the establishment of model to analyze the influencing factors of customer choice. After giving questionnaires to customers, it is concluded that the main factors affecting customers shopping online before shopping and shopping are perceived quality, safety and economy of products. However, customers shopping motivation and familiarity with the Internet will also influence customers online shopping channels before shopping and shopping, but their impact on shopping is not very significant. The perceived risk o