消费者渠道搭便车行为影响因素的研究:体验学习视角

摘要笔者采用问卷调查法, 从体验学习视角探讨外部环境和体验学习知识对消费者渠道搭便车行为的作用过程。研究表明, 网络参照群体、渠道吸引力、自我效能感和转换成本对渠道搭便车行为有显著影响;自我效能感在网络参照群体和渠道搭便车行为的关系之间起部分中介作用, 转换成本在渠道吸引力和渠道搭便车行为的关系之间起到完全中介作用。研究结论为多渠道环境中的企业如何有效利用渠道搭便车行为开展渠道营销提供了有益的启示。

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	涂红伟
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关键词：渠道吸引力参照群体自我效能感转换成本渠道搭便车行为

Abstract： On the basis of experiential Leaning, the paper explores the influential factors of consumer channel free-riding behavior from external environment and experiential learning knowledge. The empirical results show that: virtual reference groups, channel attraction, self-efficacy and switching cost have significant effect on channel free-riding behavior; self-efficacy has a partial mediator effect between virtual reference and channel free-riding behavior; switching cost plays a complete mediator role between channel attraction and channel free-riding behavior. The research conclusion provides much enlightenment for enterprise in multi-channel environment on how to effectively make full use of channel free-rider behavior.

Keywords： Channel Attraction Reference Groups Self-efficacy Switching Cost Channel free-riding behavior

收稿日期 2013-04-07; 接受日期 2014-03-17;

基金资助:教育部人文社会科学规划青年基金项目(13YJC630154)

作者简介: 涂红伟(1983-), 男, 湖北汉川人, 博士, 福建师范大学旅游学院讲师, 主要从事消费者行为与组织行为研究;严鸣(1982-), 男, 福建莆田人, 博士后, 中山大学岭南学院讲师, 主要从事组织行为研究。

引用本文:

涂红伟, 严鸣.消费者渠道搭便车行为影响因素的研究:体验学习视角[J]. 经济经纬, 2014,2: 86-91

TU Hong-wei, YAN Ming.A Research on Consumer Channel Free-riding Behavior: from the Perspective of Experiential Learning[J] Economic Survey, 2014,V31(2): 86-91

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2014/V31/I2/86