Shopping channel preference and usage motivations
Shopping channel preference and usage motivations
复制标题
购物渠道偏好和使用动机
DOI：
10.1108/jfmm-04-2017-0036
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发表时间：
2018
期刊：
影响因子：
--
通讯作者：
H. McCormick
中科院分区：
文献类型：
--
作者：
R. Boardman;H. McCormick
本文的目的是让人们更好地了解不同年龄段使用购物渠道的原因和方式，分析使用偏好和动机。,对 50 名年龄在 20-70 岁的女性参与者进行了定性深入访谈。他们都是一家拥有电子商务和移动商务平台、商店和目录的时尚零售商的客户，以便更好地了解忠实消费者的多渠道行为。,多渠道购物行为随着年龄的增长而增加； 20 多岁的人并不参与多渠道购物行为，而是将每个渠道视为一个单独的实体。移动电子商务是 20 多岁的人首选的购物渠道，但其受欢迎程度和使用动机随着年龄的增长而下降。由于便利、选择、冒险/探索和创意购物，电子商务成为最受欢迎的购物渠道。实体店是60岁以上人群的首选渠道，他们去实体店购物是为了方便和享受。目录被认为已经过时，不再被视为交易渠道。,以前没有研究使用忠诚客户调查 50 岁年龄跨度的渠道偏好和动机。之前大多数针对多渠道购物行为的研究都是定量的，因此这种定性调查可以更深入地了解消费者偏好和动机的原因。该研究为文献提供了新颖的发现，因为它表明多渠道购物行为随着年龄的增长而增加，而年轻消费者（20 多岁）根本不参与其中。
The purpose of this paper is to provide a greater understanding of why and how different ages use shopping channels, analysing preferences and motivations for use.,Qualitative in-depth interviews were conducted with a sample of 50 female participants, aged 20-70. All were customers of a fashion retailer that has ecommerce and mcommerce platforms, stores and catalogues, in order to gain a better understanding of loyal consumers’ multi-channel behaviour.,Multi-channel shopping behaviour increased with age; the 20s did not engage in multi-channel shopping behaviour but viewed each channel as a separate entity. Mcommerce is the preferred shopping channel for the 20s, but its popularity and motivations to use decreases with age. Ecommerce is the most popular shopping channel due to convenience, selection, adventure/exploration and idea shopping. The physical store was the preferred channel for the 60+, who shopped there for convenience and enjoyment. Catalogues were seen as out-dated and no longer considered a transactional channel.,There are no previous studies that have investigated channel preferences and motivations across a 50-year age span using loyal customers. The majority of previous studies looking at multi-channel shopping behaviour are quantitative and so this qualitative enquiry provides a richer insight into reasons for consumer preferences and motivations. The study contributes novel findings to the literature as it shows that multi-channel shopping behaviour increases with age, and younger consumers (20s) are not partaking in it at all.
影响因子：
10
作者：
Verhoef, Peter C.;Kannan, P. K.;Inman, J. Jeffrey
通讯作者：
Inman, J. Jeffrey