{"title":"探索消费者意向的创新？","authors":"","doi":"10.1016/j.jik.2024.100541","DOIUrl":null,"url":null,"abstract":"<div><p>Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the rise of online shopping and the impact of the COVID-19 pandemic on consumer behavior. This study explores the factors influencing channel selection intention within official online stores and online marketplaces, focusing on customers who have purchased Apple electronics. A quantitative questionnaire facilitated data collection, resulting in responses from 490 individuals and 606 samples. Those who shopped through both channels were requested to complete the questionnaire twice. The respondents were divided into two groups based on their purchasing experience, and structural equation modeling was employed for hypothesis testing. In official online stores, cross-channel searching negatively impacts channel selection intention, whereas brand loyalty and channel pricing advantage have positive effects. In contrast, no significant relationships between these variables were observed in online marketplaces. Channel satisfaction was found to positively influence channel selection intention across official online stores and online marketplaces, while perceived risk demonstrated a negative impact. Based on these findings, several recommendations are proposed to aid in developing effective sales channel strategies.</p></div>","PeriodicalId":46792,"journal":{"name":"Journal of Innovation & Knowledge","volume":null,"pages":null},"PeriodicalIF":15.6000,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2444569X24000805/pdfft?md5=f88bace6a5b042b928243d025e7eedfd&pid=1-s2.0-S2444569X24000805-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Official online brand stores or online marketplaces? exploring innovation in consumer intentions\",\"authors\":\"\",\"doi\":\"10.1016/j.jik.2024.100541\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the rise of online shopping and the impact of the COVID-19 pandemic on consumer behavior. This study explores the factors influencing channel selection intention within official online stores and online marketplaces, focusing on customers who have purchased Apple electronics. A quantitative questionnaire facilitated data collection, resulting in responses from 490 individuals and 606 samples. Those who shopped through both channels were requested to complete the questionnaire twice. The respondents were divided into two groups based on their purchasing experience, and structural equation modeling was employed for hypothesis testing. In official online stores, cross-channel searching negatively impacts channel selection intention, whereas brand loyalty and channel pricing advantage have positive effects. In contrast, no significant relationships between these variables were observed in online marketplaces. Channel satisfaction was found to positively influence channel selection intention across official online stores and online marketplaces, while perceived risk demonstrated a negative impact. 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Official online brand stores or online marketplaces? exploring innovation in consumer intentions
Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the rise of online shopping and the impact of the COVID-19 pandemic on consumer behavior. This study explores the factors influencing channel selection intention within official online stores and online marketplaces, focusing on customers who have purchased Apple electronics. A quantitative questionnaire facilitated data collection, resulting in responses from 490 individuals and 606 samples. Those who shopped through both channels were requested to complete the questionnaire twice. The respondents were divided into two groups based on their purchasing experience, and structural equation modeling was employed for hypothesis testing. In official online stores, cross-channel searching negatively impacts channel selection intention, whereas brand loyalty and channel pricing advantage have positive effects. In contrast, no significant relationships between these variables were observed in online marketplaces. Channel satisfaction was found to positively influence channel selection intention across official online stores and online marketplaces, while perceived risk demonstrated a negative impact. Based on these findings, several recommendations are proposed to aid in developing effective sales channel strategies.
期刊介绍：
The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices.
JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience.
In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.
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