消费者渠道迁徙行为研究评介与展望
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外国经济与管理 2011 年 第 33 卷第 06 期, 页码：42 - 49
摘要
参考文献
摘要
消费者渠道迁徙行为是指消费者从在线(离线)渠道向离线(在线)渠道转移的过程。近年来,网络经济的发展使得消费渠道日益多样化,然而学术界对消费者渠道迁徙行为的研究还未给予足够的重视。本文围绕消费者渠道迁徙的概念、路径、影响因素,以及企业的相关营销策略等问题,梳理了相关研究成果,并在此基础上对未来的研究方向进行了展望。
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[2]Steinfield,C,Bouwman,H,and Adelaar,T.The dynamics of click-and-mortar electronic commerce:Opportunities and managementstrategies[J].International Journal of Electronic Commerce,2002,7(1):93-119.
[3]Kauff man,R,Lee,D,Lee,J,and Yoo,B.A hybrid firm’s pricing strategy in electronic commerce under channel migration[J].In-ternational Journal of Electronic Commerce,2009,14(1):11-54.
[4]Gupta,A,Su,B C,and Walter,Z.Risk profile and consumer shopping behavior in electronic and traditional channels[J].DecisionSupport Systems,2004,38(3):347-367.
[5]Chen,Xinlei.Assessing the consequences of a channel switch[J].Marketing Science,2008,27(3):398-416.
[6]Chatterjee,P.Multiple-channel and cross-channel shopping behavior:Role of consumer shopping orientations[J].MarketingIntel-ligence and Planning,2010,28(1):9-24.
[7]Chu,J,Chintagunta,P,and Cebollada,J.Acomparison of within-household price sensitivity across online and offline channels[J].Marketing Science,2008,27(2):283-299.
[8]Van Baal,S,and Dach,C.Free riding and customer retention across retailers’channels[J].Journal of Interactive Marketing,2005,19(2):75-85.
[9]Chiu,H C,Hsieh,Y C,Roan,J,Tseng,KJ,and Hsieh,J K.The challenge for multichannel service:Cross-channel free-riding be-havior[EB/OL].doi:10.1016/j.elerap.2010.07.002,2010.
[10]Ansari,A,Mela,C F,and Neslin,S A.Customer channel migration[J].Journal of Marketing Research,2008,45(1):60-76.
[11]Pookulangara,S.Examining consumers’channel-migrationintention utilizing theory of planned behavior:A multi-group analysis[J].Electronic Commerce Studies,2010,1(2):97-116.
[12]Verhoef,P C,Neslin,S A,and Vroomen,B.Multichannel customer management:Understanding the research-shopper phenome-non[J].International Journal of Researchin Marketing,2007,24(2):129-148.
[13]Choi,S,and Mattile,A S.Perceived fairness of price differences across channels:The moderating role of price frame and normperceptions[J].Journal of Marketing Theory and Practice,2009,17(1):37-47.
[14]Frambach,R T,Roest,H A,and Krishnan,T V.Thei mpact of consumer internet experience on channel preference and usagein-tentions across the different stages of the buying process[J].Journal of Interactive Marketing,2007,21(2):26-41.
[15]Gensler,S,Deki mpe,M G,and Skiera,B.Evaluating channel performance in multi-channel environments[J].Journal of Retailingand Consumer Services,2007,14(1):17-23.
[16]Venkatesan,R,Kumar,V,and Bohling,T.Opti mal CRMusing Bayesian decision theory:An application for customer selection[J].Journal of Marketing Research,2007,44(4):579-594.
[17]Huang,T,and Oppewal,H.Why consumers hesitate to shop online?[J].International Journal of Retail and Distribution Man-agement,2006,34(5):334-353.
[18]Sotgiu,F,and Ancarani,F.Exploiting the opportunities of Internet and multi-channel pricing:An exploratory research[J].Jour-nal of Product and Brand Management,2004,13(2):125-136.
引用本文
涂红伟, 周星. 消费者渠道迁徙行为研究评介与展望[J]. 外国经济与管理, 2011, 33(6): 42–49.
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