B3.线上线下消费者购物体验比较研究-----基于消费者决策形态的分析-侯旻 张瑶 顾春梅 - 副本.pdf

线上线下消费者购物体验比较研究 基于消费者决策形态的分析 1 侯旻 张瑶 顾春梅 （浙江工商大学工商管理学院 市场营销系 浙江 杭州，310018） 摘要：消费者在线 、线下店铺购物时是否存在显著地差别？现有研究多是将线上网络购物和线下实体店 购物视为独立的个体，缺乏两者的对比研究，无法得知二者之间的差别；此外，消费者自身状况如何影响 线上网络购物和线下实体店购物过程中的体验，目前尚无准确的答案。本研究通过四个实地实验发现：线 下店铺印象感优于线上；线上购物时产生的消费情感强于线下实体店购物；不同决策类型对消费者在线 线下购物时感知的店铺印象存在显著的调节作用；不同决策类型对消费者在线上线下购物时产生的消费情 感存在显著的调节作用。本研究对于线下实体店以及线上店铺吸引消费者、提高消费者购物体验的策略提 出相应的借鉴。 关键词：线上；线下；购物体验；决策形态 The comparative study between on-line and off-line consumers’ shopping experience --BasedonConsumer’sdecisionstyle Abstract: Whether there is a significant difference between on-line and off-line shopping, the majority of existing researches regard the on-line shopping and off-line shopping as independent individuals and lack the contrast researches between them, we couldnt know the difference. By the way, how the conditions of consumers affect the on-line and off-line shopping experience, the current literature is lack of exact answer. Starting from these questions, this paper has designed four field experiments and draws some conclusions as follows. First, off-line consumers perceived store image is better than on-line consumers perceived. Second, consumers on-line consumption emotions are stronger than off-line consumption emotions. Third, decision-making styles play a significant moderating role inthe on-line and off-line consumers perceived store image. Last, decision-making styles play a significant moderating role in the on-line and off-line consumption emotions. Our research has provided some relevant suggestions for off-line and on-line shops that take some measurementstoattractconsumersandimproveconsumers shoppingexperience. Key Words:on-line;off-line;shoppingexperience;decision-makingstyles 1 侯旻（1976-），女，吉林永吉人，讲师，博士，研究方向：服务营销，双边市场,风险决策。 基金项目：国家自然科学基金青年基金项目， “双边市场环境下个体风险决策行为的影响机制研究―