全渠道零售中购买意向的驱动因素:感知价值检验

Ani Rakhmanita, R. Hurriyati, D. Disman, H. Hendrayati, Erna Susilawati
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引用次数: 0

摘要

本研究旨在以家电零售行业为实证背景,构建功能价值、认知价值、社会价值和情感价值对购买意愿影响的消费价值与采用全渠道服务技术相关的理论模型。采用偏最小二乘-结构方程模型(PLS-SEM)对数据进行检验和分析。样本由384个回复组成,这些回复可用于在omnicnel购买家用电器的个人。结果显示,功能价值和社会价值对家电购买有影响,而情感价值和认知价值对家电购买意愿没有影响。因此,全渠道零售应注重创造功能价值和社会价值。尽管如此,所有渠道都必须努力保证线上和线下渠道之间的无缝过渡。本研究的发现有助于企业实施全渠道方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The driver of purchase intentions in omnichannel retail: Perceived value examination
The research aims to develop a theoretical model of consumption value associated with adopting omnichannel service technology, with the empirical context of the household appliance retail sector consisting of functional value, epistemic value, social value, and emotional value influencing purchase intention. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test and analyze the data. The sample consists of 384 responses that can be used from individuals who purchased household appliances in the Omnichannel. The results showed that functional and social values influenced purchasing household appliances, while emotional and epistemic values did not affect purchase intention. Because of that, Omnichannel retail should focus on creating functional value and social value. Despite this, all channels have to work to guarantee a seamless transition between online and offline channels. This study's findings are helpful for businesses in implementing an omnichannel approach.
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