消费者线上线下购买行为对实体零售商经营策略的影响
——基于多群组结构方程模型的分析

商业研究

消费者线上线下购买行为对实体零售商经营策略的影响 ——基于多群组结构方程模型的分析

徐芬，陈红华

中国农业大学经济管理学院，北京 100083

收稿日期:2017-02-27 出版日期:2017-06-16
作者简介:徐芬（1989-），女，山东临沂人，中国农业大学经济管理学院博士研究生，研究方向：企业运营与管理；陈红华(1972-)，本文通讯作者，女，湖南岳阳人，中国农业大学经济管理学院副教授，管理学博士，研究方向：企业运营与管理。
基金资助:
国家社会科学基金项目“网络购买行为中我国传统零售业线上线下经营模式选择及策略研究”，项目编号：14BGL065。

The Effects of Consumer Online and Offline Purchasing Behavior on Real Retailer′s Business Strategy: An Analysis based on the Multi-group Structural Equation Model

XU Fen, CHEN Hong-hua

College of Economics and Management, China Agricultural University，Beijing 100083，China

Received:2017-02-27 Online:2017-06-16

摘要/Abstract

摘要： 互联网经济的发展促使实体零售业利用网络技术升级传统零售模式，但效果并不理想。基于实体零售商角度，本文在北京、上海、杭州等六个城市采用定点拦截随机抽样，并结合多群组结构方程模型探究我国消费者线上和线下购买行为的关系，以及影响消费者线下购买的主要因素。研究表明：消费者线上购买频次与线下购买频次显著正相关，并不是完全的替代关系；消费者的时间、线上购买频次及对线下购买态度是直接影响消费者线下购买的重要因素；降价策略不是实体零售商的有效应对手段，实体零售商应优化产品信息投放渠道，充分发挥实体店的服务优势，实施多样化支付手段和高效化会员管理，全方位优化经营策略。

关键词: 线上线下, 实体零售, 经营策略, 结构方程模型

Abstract: The development of Internet economy makes the real retail trade upgrade traditional retail mode with network technology, but the effect is not satisfactory. Based on the perspective of real retailers, this paper explores the relationship between online and offline consumer behavior in China and main factors influencing consumer offline purchasing through the fixed-point intercept random sampling method in Beijing, Shanghai, Hangzhou and other three cities and combining multi-group structural equation model. Research shows that the frequency of online shopping is significantly positive correlated with offline shopping, and the relationship is not complete substitutional relation; consumer′s time, online shopping frequency, and offline purchasing attitude are important factors that directly affect offline purchasing; price reduction is not the most effective way in competition, so the real retailers should optimize product information delivery channels, give full use of the service advantages of real store, implement diversified payment methods and efficient membership management to optimize the business strategy in all directions.

Key words: online and offline, real retailer, business strategy；The Structural Equation Model

徐芬，陈红华. 消费者线上线下购买行为对实体零售商经营策略的影响 ——基于多群组结构方程模型的分析[J]. 商业研究.

XU Fen, CHEN Hong-hua. The Effects of Consumer Online and Offline Purchasing Behavior on Real Retailer′s Business Strategy: An Analysis based on the Multi-group Structural Equation Model[J]. 商业研究.

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