翻译二 从目录到网新络：B2B多渠道市场战略.docVIP

From catalog to Web: B2B multi-channel marketing strategy Bill Merrilees, Tino Fenech1 Department of Marketing, Griffith University, Gold Coast, PMB 50 Gold Coast Mail Centre, Queensland 9726, Australia Received 10 May 2005; received in revised form 11 February 2006; accepted 16 February 2006 Available online 17 August 2006 Abstract The literature on catalog buying is heavily skewed to the business to consumer (B2C) area and increasingly is orientated to the multi-channel world of shopping choice, including online, catalog and store options. Previous studies have primarily been single equation explanations of catalog decisions, whereas the current study takes a hierarchical or systems approach to decision making in B2B marketing. A two-equation structural equation model (SEM) has been designed and a large sample (n=1809) of business customers used to test the model. Price and catalog layout were seen to play a particularly important role in explaining buyer behavior. Additional multiple regression analysis was carried out to understand why purchasing agents who currently use one channel (catalog), would make use of a second, new channel (Web) in the future. The study identifies five key motivating factors for consumers in adopting a new (Web) channel for purchasing purposes. The study also identifies the switching costs that act as a barrier to adopting a Web channel. ? 2006 Elsevier Inc. All rights reserved. Keywords: Direct marketing; Catalog order; Web; Multi-channel; Switching costs 1. Introduction Although it is tempting to focus on Web-enabled buying because of the interest in this new channel, it seems important to clarify firstly our knowledge of an older format of direct purchasing, namely catalog buying. Especially in North America ,but also in Australia, catalog greatly exceeds (in dollar volume of sales) online as a buying medium. The initial focus of the current paper is on business-to-business buying of office product supplies through catalogs. The stu