新冠疫情下消费者迁移行为的驱动机制。
Driving mechanism of consumer migration behavior under the COVID-19 pandemic.
机构信息
School of Management, Guangzhou University, Guangzhou, China.
出版信息
Front Public Health. 2023 Jan 5;10:1005265. doi: 10.3389/fpubh.2022.1005265. eCollection 2022.
INTRODUCTION
China is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies.
METHODS
This paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses.
RESULTS
The results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention.
DISCUSSIONS
The COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.
简介
中国目前处于新冠肺炎疫情防控的常态化阶段。在常态化疫情防控背景下，消费者的行为意愿和决策仍会受到疫情发展和中长期内具体疫情防控措施实施的影响。随着外部疫情防控环境和措施的影响，消费者的渠道行为发生了变化。如何更好地通过采用消费者渠道迁移行为来促进渠道整合，是渠道协调策略的重要课题。
方法
本文以常态化疫情防控下的生鲜产品零售为例，考察渠道迁移行为的变化。基于价值基础采纳模型（VAM），本文探讨了渠道特征和渠道转换成本对渠道迁移意向的影响、感知价值在各影响因素与渠道迁移意向之间的中介作用，以及渠道转换成本对感知价值和渠道迁移意向的调节作用。通过 292 个样本进行实证研究，验证了假设。
结果
结果表明，在常态化疫情防控下，VAM 模型中的影响因素对渠道迁移意向有显著影响；感知价值在各影响因素与渠道迁移意向之间起中介作用。
讨论
新冠肺炎疫情对日常生活和购买行为产生了重大影响。在疫情背景下，我们已经证实，当消费者购买生鲜产品时，其对有用性、娱乐性和成本的期望如果得到满足，他们很可能会转向其他零售商。渠道特征具有多样性特征，如渠道结构和供应链模式，以不同的方式影响消费者行为。感知价值来自于期望和体验。零售商应该努力保持产品的新鲜度，并在销售过程中为消费者提供高水平的购物体验。
Zotero 插件