实体店与网店选择偏好的影响因素分析.pdfVIP

摘要 摘 要 随着互联网的普及与发展，网店对传统实体店消费模式产生了极大的冲击，网上 购物渐渐取代了以实体店为主的传统购物模式。网上购物在给消费者带来了极大的便 利与价格优惠的同时也存在无法直接体验、无质量保障的问题，而实体店恰好可以弥 补其不足。在这样的背景下产生了“线下选、线上买”的消费群体。为了与网店进行 竞争，实体店需要了解哪些因素影响着消费者购物方式的选择偏好，以及倾向于实体 店购物的消费者群体的人口统计特征与心理特征。本文以服装购买为例，采用陈述性 偏好离散选择实验的方法，考察了购物模式的可直接观测属性、消费者个体特征、消 费者心理特征等变量，并通过整合潜变量和离散选择模型的ICLV 混合选择模型对调 研数据进行分析。结果表明，价格是影响消费者关于实体店与网店选择的第一要素， 并且销售高档服装的实体店可以更好地发挥价格的杠杆作用；交通时间、交付时间、 退换货时间等时间因素都显著影响消费者关于购物模式的选择偏好，交通时间相比其 他时间因素具备更大的时间价值，如果交通时间减少半小时，消费者会愿意多支付3.3 元。本文还发现收入高、网购经验少、网购频率低的年轻女性更倾向接受实体店；高 学历、网购频率低的女性消费群体的风险认知能力更高，每天空闲时间少、年龄较大 的女性消费者的娱乐导向更强，也是实体店的优良目标消费群体。 关键词 实体店；网店；陈述性选择偏好；离散选择模型；混合选择模型 I Abstract Abstract With the popularization and development of the Internet, online store has had a tremendous impact on physical store, and online shopping is gradually replacing the traditional mode of shopping in the store. Online shopping brings great convenience and price concessions for consumers. Meanwhile, there exist such problems as no access to direct experience and no quality assurance, which physical store can make up for. In this context, a group called offline choosing-online buying has appeared. To compete with online stores, physical stores need to learn what factors affect consumers’ choice preference, as well as demographic and psychological characteristics of consumer groups cline to shop in physical stores. In this paper, the clothing purchasing as an example, we analyze the observed attributes, individual and psychological characteristics with stated preference discrete choice experiment and ICLV