Deng Weibin, Su Ting, Zhang Yiming, Tan Chunli
Key Laboratory of Electronic Commerce and Modern Logistics, Chongqing University of Posts and Telecommunications, Chongqing, China.
School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, China.
Front Psychol. 2021 Oct 20;12:731850. doi: 10.3389/fpsyg.2021.731850. eCollection 2021.
In China, the mature development of online retail channels provides consumers with multiple consumption choices, and the factors that affect whether consumers choose to search or purchase online are numerous and complex. In this context, this paper reports on experimental research regarding consumers' willingness to choose channels based on the two-stage decision-making theory. Using structural equation modeling, the factors influencing consumers' online search intention and purchase willingness and the relationship between them are studied. In particular, the perceived benefits, channel trust, and channel transfer costs are explored. Furthermore, a Bayesian network is used in order to analyze the degree of influence of each factor quantitatively. It is found that online trust is an important factor affecting consumers' online search intention, and the most important factor for consumers' online purchase intention is their perceived benefits of online shopping. At the same time, there is a positive relationship between online search intention and purchase intention. This study can provide management decision support for online retail enterprises and help to promote the healthy development of online shopping.
在中国，在线零售渠道的成熟发展为消费者提供了多种消费选择，而影响消费者选择在线搜索或购买的因素众多且复杂。在此背景下，本文基于两阶段决策理论报告了关于消费者渠道选择意愿的实验研究。运用结构方程模型，研究了影响消费者在线搜索意愿和购买意愿的因素及其之间的关系。特别探讨了感知利益、渠道信任和渠道转移成本。此外，使用贝叶斯网络来定量分析各因素的影响程度。研究发现，在线信任是影响消费者在线搜索意愿的重要因素，而消费者在线购买意愿的最重要因素是他们对网上购物的感知利益。同时，在线搜索意愿与购买意愿之间存在正相关关系。本研究可为在线零售企业提供管理决策支持，有助于促进网上购物的健康发展。
