感知一致性对消费者移动购物行为的影响:基于Web-移动的跨渠道视角

doi:10.16381/j.cnki.issn1003-207x.2017.04.009

摘要/Abstract

摘要： 移动购物已经成为电子商务发展的新趋势，但传统成功的电子商务模式并不能直接复制到移动情境中。基于分类理论，本研究构建了3个因素用于解释在“web-移动”服务延伸的情境中消费者的评价和行为意愿，这3个因素分别是：对来源的评价、对目标的评价、以及对来源和目标关系的评价。我们力图解答以下2个问题：消费者对来源的评价（例如web的服务质量）是否会影响到他们对目标的评价（感知的移动服务质量和沉浸体验）?来源和目标的关系（感知web-移动服务的一致性）如何影响消费者对目标的评价，如何影响消费者的移动购物意愿?根据以上思路，我们建立了结构方程模型，除借鉴先前学者的研究设计了“感知信息的一致性”、“web服务质量”、“移动服务的沉浸体验”、“感知移动服务质量”4个变量外，还发展了“感知系统的一致性”这个变量用来调查消费者的移动购物意愿。针对以上变量我们设计了20个问题的问卷，多途径邀请京东商城的移动购物用户参与调查，并针对回收的277份有效问卷的数据进行了实证研究。研究结果表明：消费者对web渠道服务质量的评价正向影响其对移动渠道的感知服务质量和沉浸体验。研究还发现感知Web-移动渠道的信息一致性显著影响消费者对移动渠道的感知服务质量和沉浸体验，进而显著影响消费者的移动购物行为。我们的研究不仅为将来的多渠道研究提供了更多的思路，同时也建议商家在进行多渠道经营时，应在保障服务质量的同时保持渠道间提供信息的一致性。

关键词: 移动购物, 移动商务, 系统一致性, 信息一致性, 消费者行为

Abstract: Mobile shopping has become a new trend in the development of e-commerce, but the traditional successful e-commerce model cannot be directly applied to the mobile situation. In our study, three factors are constructed to interpret the behavior of consumers in terms of service evaluation and purchase intention based on categorization theory. Those factors are: evaluation of sources, evaluation of the targets and evaluation of the relationship between sources and targets. This study try to answer the following two questions: whether the evaluation of the sources (web service quality) of consumers will affect their evaluation of the targets (perceived mobile service quality and flow experience)? How can the relationship between source and target (perceived web- mobile service consistency) affect consumer's evaluation of the target, and how to influence the consumer's willingness to purchase in the mobile network environment? According to the above problems, the structural equation model is established, and five variables are construtcted to investigate their influence on consumer behavior intention. Four variables are designed inspired by the previous studies, which are:‘perceived information consistency’, ‘web service quality’, ‘flow experience’, ‘perceived mobile service quality’. Besides, a new variable, ‘perceived system consistency’,is developed to enrich the framework. A questionnaire of twenty questions are desingned to invite mobile service users of "www.jd.com" to participate in the survey, and 277 valid questionnaires are gotten. The empirical results show that consumers' evaluation of web service quality has positive influence on the perception of service quality and flow experience of the mobile channel. It is also found that perceived Web- mobile channel information consistency significantly affect the consumer's perception of the mobile channel service quality and flow experience, and then significantly affect the consumer's mobile phone shopping behavior. Our research not only provides more ideas for cross channel research in the future, but also suggests organization should ensure the quality of service while maintaining the consistency of information between channels, when they committed to multi-channel business.

Key words: mobile-shopping, m-commerce, informationconsistency, system consistency, consumer behavior

中图分类号:

C931

施亮, 鲁耀斌, 杨水清. 感知一致性对消费者移动购物行为的影响:基于Web-移动的跨渠道视角[J]. 中国管理科学, 2017, 25(4): 70-77.

SHI Liang, LU Yao-bin, YANG Shui-qing. The Effect of Consistency Perception on Consumer Mobile-shopping Behavior: A Perspective on Cross Channel of Web-Mobile[J]. Chinese Journal of Management Science, 2017, 25(4): 70-77.

参考文献

[1] 中国互联网信息中心. 第35次中国互联网络发展状况统计报告[R/OL].[2015-2-13].www.cnnic.net.cn/hlwfzyj/hlwxzby/hlwtjbg/201502/t20150203_51634.htm.

[2] Lee H H,Kim J. Investigating dimensionality of multichannel retailer's cross-channel integration practices and effectiveness:Shopping orient-ation and loyalty intention[J]. Journal of Marketing Channel,2010, 17(4):281-312.

[3] 邓爱民,陶宝,马莹莹. 网络购物顾客忠诚度影响因素的实证研究[J]. 中国管理科学,2014,22(06):94-102.

[4] 陈文晶,张红娜,万岩,等. 网络环境下顾客忠诚的形成机制研究[J]. 中国管理科学,2015, 23(7):127-133.

[5] 陆敏玲,曹玉枝,鲁耀斌. 基于移动商务特征视角的移动购物用户采纳行为研究[J]. 情报杂志,2012,31(09):202-207.

[6] Lin H H. The effect of multi-channel service quality on mobile customer loyalty in an online-and-mobile retail context[J]. The Service Industries Journal,2012, 11(32):1865-1882.

[7] 刘向东. 移动零售下的全渠道商业模式选择[J]. 北京工商大学学报(社会科学版), 2014,29(03):13-17.

[8] AldásManzano J, RuizMafé C, Sanz-Blas S. Exploring individual personality factors as drivers of M-shopping acceptance[J]. Industrial Management & Data Systems,2009, 109(6):739-757.

[9] Yang K. Consumer technology traits in determining mobile shopping adoption:An application of the extendedtheory of planned behavior[J]. Journal of Retailing and Consumer Services, 2012, 19(5):484-491.

[10] San-Martin S,López-Catalán B. How can a mobile vendor get satisfied customers?[J]. Industrial Management & Data Systems,2013, 113(2):156-170.

[11] Lu Yaobin, Yang Shuiqing, Chau P Y K,et al. Dynamics between the trust transfer process and intention to use mobile-payment services:A cross environment perspective[J]. in-formation& management, 2011, 8(48):393-403.

[12] Song Peijian, Zhang Cheng, Zhang Ping. Online information product design:The influence of product integration on brand extension[J]. Decision Support Systems, 2013, 54(2):826-837.

[13] 蒋国银,马费成,刘行军. 在线到移动环境下消费接受行为的演化研究:基于计算实验方法[J]. 中国管理科学, 2014,22(11):97-104.

[14] Davis F D,Bagozzi R P,Warshaw P W. Extrinsic and intrinsic motivation to use computers in the workplace[J]. Journal of Appli-ed Social Psychology, 1992, 22(14):1111-1132.

[15] TeoT S H, Lim V K G,Lai R Y C. Intrinsic and extrinsic motivation in Internet usage[J]. Omega,1999, 27(1):25-37.

[16] Ozanne J L, Brucks M,Grewal D. A study of information search behavior during the categorization of new products[J]. Journal of Consumer Research,1992, 18(4):452-463.

[17] Parasuraman A,Zeithaml V A,Berry L L. SERVQUAL:A multiple-item scale for measuring consumer perceptions of service quality[J]. Journal of Retailing, 1988, 64(1):12-37.

[18] Montoya-Weiss M M, Voss G B,Grewal D. Determinants of online channel use and overall satisfaction with a relational, multi-channel service provider[J]. Journal of the Academy of Marketing Science, 2003, 31(4):448-458.

[19] Yang Shuiqing, Lu Yaobin, Gupta S,et al. Does context matter? The impact of use context on mobile internet adoption[J]. Inter-national Journal of Human-Computer Interaction, 2012, 28(8):530-541.

[20] Sung J, Yun Y. Toward a more robust usability concept with perceived enjoyment in the context of mobile multimedia service[J]. International Journal of Human Computer Interaction,2010, 2(1):12-32.

[21] Liu Yong, Li Hongxiu. Exploring the impact of use context on mobile hedonic services adoption:An empirical study on mobile gaming in China[J]. Computers in Human Behavior,2011, 27(2):890-898.

[22] Chen W K, Huang H C,Chou S C T. Understanding what determines consumers' expanded use of mobile videophones[J]. Behaviour& Information Technology, 2012, 31(10):935-967.

[23] Zhou Tao. An empirical examination of continuance intention of mobile payment services[J]. Decision Support Systems, 2013, 54(2):1085-1091.

[24] Song Peijian, Zhang Cheng, Xu Xunjie,et al. Brand extension of online technology products:Evidence from search engine to virtual communities and online news[J]. Decision Support Systems, 2010, 1(49):91-99.

[25] Yang Shuiqing,Lu Yaobin,Gupta S. An empirical investi-gation of mobile services' cross-categorypromotions[J]. International Journal of Mobile Communications, 2013, 11(6):580-596.

[26] Lee K C, Kang I,Mcknight D H. Transfer from offline trust to key Online perceptions:An empirical study[J]. IEEE Transactions on Engineering Management, 2007, 54(4):729-741.

[27] Wang Nan, Shen Xiaoliang, Sun Yongqiang. Transition of electronic word-of-mouth services from web to mobile context:A trust transfer perspective[J]. Decision Support Sys-tems, 2013, 54(3):1394.

[28] Delgado-Ballester E,Hernández-Espallardo M. Effect of brand associations on consumer reactions to unknown online brands[J]. Intenational Journal of Electronic Commerce, 2008, 12(3):81-113.

[29] Lee S H, Chang B H. Factors influencing the use of portals on mobile internet devices[J]. International Journal of Mobile Communications, 2013, 3(11):279-298.

[30] NelsonR R, Todd P A,Wixom B H. Antecedents of information and system quality:An empirical examination within the context of data warehousing[J]. Journal of Management Information Systems. 2005, 21(4):199-235.

[31] Song Peijian, Zhang Cheng, Chen Wenbo,et al.Understanding usagetransfer behavior between non-substitutable technologies:Evidence from instant messenger and portal[J].Engineering Management, IEEE Transactionson, 2009, 3(56):412-424.

[32] KimH W, Xu Yunjie,Koh J. A comparison of online trust building factors between po-tential customers and repeat customers[J]. Journal of the Associ-ation for Information Systems,2004, 10(5):392-420.

[33] Bhattacherjee A, Park S C. Why end-users move to the cloud:A migration-theoretic analysis[J]. European Journal of Information Systems,2013, 23(3):1-16.

[34] Gilbert A, Churchill Jr. A paradigm for developing better measures of marketing constructs[J]. Journal of Marketing Research,1979, 16(1):491-504.

[35] Podsakoff P M, Organ D W. Self-reports in organizational research:Problems and prospects[J]. Journal of Management, 1986, 12(4):531-544.