Exploring Perceived Channel Price, Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping
Exploring Perceived Channel Price, Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping
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探索感知渠道价格、质量和价值作为多渠道购物中渠道选择和使用的前提
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
D. Russell
中科院分区：
文献类型：
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作者：
Ui;Linda S. Niehm;D. Russell
本研究调查了多渠道购物环境中消费者基于购物渠道属性的价格-质量-价值感知，作为渠道选择和使用的先决条件。研究发现，渠道使用意愿直接受到消费者渠道价值感知的影响，间接受到消费者渠道质量感知和渠道价格感知的影响。消费者对渠道属性最重要的渠道使用意愿的感知包括功利和享乐价值、服务和商品质量、货币和非货币价格。对零售商的管理启示表明，需要对渠道属性进行战略管理和差异化，以增强渠道价值感知和增加渠道使用意愿。
This study investigates consumer perceptions of price-quality-value based on shopping channel attributes as antecedents of channel choice and usage in multichannel shopping environments. Findings indicate that channel usage intention is directly influenced by consumer perceptions of channel value and indirectly by consumer perceptions of channel quality and channel price. Consumer perceptions of channel attributes most important to channel usage intention include utilitarian and hedonic value, service and merchandise quality, and monetary and non-monetary price. Managerial implications for retailers suggest a need for strategic management and differentiation of channel attributes to enhance channel value perceptions and increase channel usage intention.