Integrated consumer shopping decision model: A Japanese online supermarket context

IF 0.7

Journal of Marketing Channels Pub Date : 2018-10-02 DOI:10.1080/1046669X.2019.1658010

Emi Moriuchi, I. Takahashi

引用次数: 0

Abstract

Abstract Online shopping is not a new marketing channel but has been growing tremendously throughout Japan. The rapid growth of Internet technology has enabled the Japanese to break away from their conservative culture and embark on different shopping experiences by shopping online. With the growing importance of online reviews to promote one’s business, Japanese online supermarkets are looking for ways to increase consumer-generated content. The purpose of this study is to investigate Japanese repeat online consumers and the antecedents that encourage them to review their shopping experiences, including the supermarket website they used and product availability in the online supermarket. It was found that online supermarkets must focus on establishing confidence with their repeat online consumers if they desire to increase the electronic word of mouth (e-WOM) of their online supermarket. Implications are discussed in relation to online supermarkets and repeat consumers’ intentions to review their online shopping experiences.

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综合消费者购物决策模型:以日本网上超市为例

摘要网上购物并不是一个新的营销渠道，但在整个日本都有着巨大的发展。互联网技术的快速发展使日本人摆脱了保守的文化，通过网上购物开始了不同的购物体验。随着在线评论对促进商业发展的重要性越来越大，日本在线超市正在寻找增加消费者生成内容的方法。本研究的目的是调查日本重复在线消费者以及鼓励他们回顾购物体验的前因，包括他们使用的超市网站和在线超市的产品供应情况。研究发现，如果在线超市希望增加其在线超市的电子口碑（e-WOM），则必须专注于与在线回头客建立信心。讨论了与网上超市和重复消费者审查其网上购物体验的意图有关的含义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.