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Integrated consumer shopping decision model: A Japanese online supermarket context
Journal of Marketing Channels Pub Date : 2018-10-02 , DOI: 10.1080/1046669x.2019.1658010
Emi Moriuchi 1, 2 , Ikuo Takahashi 3
Affiliation  

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.

中文翻译:

综合消费者购物决策模型:日本网上超市环境

摘要 网上购物并不是一种新的营销渠道,但在日本各地发展迅猛。互联网技术的飞速发展,让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业务的重要性日益增加,日本的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的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中的产品供应情况。研究发现,如果网上超市希望增加其网上超市的电子口碑(e-WOM),则必须专注于与重复网上消费者建立信任。讨论了与在线超市和重复消费者审查其在线购物体验的意图有关的影响。
更新日期:2018-10-02
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