'One brand, three ways to shop': situational variables and multichannel consumer behaviour
'One brand, three ways to shop': situational variables and multichannel consumer behaviour
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“一个品牌，三种购物方式”：情景变量和多渠道消费者行为
DOI：
10.1080/09593960210127691
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发表时间：
2002
期刊：
影响因子：
--
通讯作者：
M. Blakemore
中科院分区：
文献类型：
--
作者：
Michael G. Nicholson;Ian Clarke;M. Blakemore
为了应对网上零售的增长，商业街零售商越来越多地采用多渠道分销策略，寻求通过实体和电子渠道瞄准个人消费者作为多种购买途径。然而，为了在这种环境下制定成功的营销策略，显然需要了解消费者在现有购买渠道之间的选择。本文从环境心理学的角度探讨了购物模式选择的问题，应用传统的Belkian分析的情景变量的纵向研究消费者的渠道选择决策。初步调查结果的实证研究的消费者的领先的英国时装零售商的报告，揭示显着差异的流行程度不同的Belkian变量之间的购物模式，这表明在渠道选择过程中的情景影响的重要作用。
To counter the growth in online retailing, high street retailers are increasingly adopting multichannel distribution strategies, seeking to target individual consumers via both physical and electronic channels as multiple routes to purchase. In order to develop successful marketing strategies within this environment, however, an understanding of consumer selection between available purchase channels is clearly needed. This paper explores the issue of shopping mode selection from an environmental psychology perspective, applying a traditional Belkian analysis of situational variables in a longitudinal study of consumer channel selection decisions. Preliminary findings from an empirical study of consumers of a leading UK fashion retailer are reported which reveal significant differences in the prevalence of different Belkian variables between shopping modes, suggesting a major role for situational influence during the channel selection process.