“新零售”下消费者渠道行为演化与路径选择机制研究

With the existence of “New Retailing”, the evolution and routing selection of the consumers channel behaviors changes significantly. The main reasons include but not limited to, the complexity in selection of the influence factor of channel behavior, the difficulty in recognition and depiction of behavior variables, the difficulty in measurement of behavior selection, and the complexity and variety of routing selection. It heavily affects further development of the retailing industry. Firstly, this study recognizes, extracts and measures the core factors of “New Retailing”, and explores and analyzes the preposition variables and causal relationship of three channel behaviors: migration, free-riding and retention. Secondly, we depict the key variables of the channel behaviors, and reveal the influencing mechanism of consumer routing selection. Thirdly, we measure and integrate the routing selection of the consumer channel behaviors. Lastly, based on value attributes and consumer utility modeling, we illuminate the influencing mechanism of routing selection of consumer channel behaviors. This study can contribute to theoretical consummation of consumer channel behaviors evolution and routing selection, and industrial expansion of consumer channel behavior. In addition, it will enrich the subjective behavior strategy of the routing selection, and discover the operation strategy of consumer channels. Further, it will provide several interesting and valuable instructions to the “New Retailing” business enterprises in innovation practice.

“新零售”的出现，使得消费者渠道行为演化和路径选择发生了改变，制约了零售行业的进一步发展。这些变化的产生主要源于“新零售”下消费者渠道行为影响因素复杂、行为变量难以刻画、行为选择难以测度和行为路径复杂多样等问题的影响。本研究在“新零售”情境下，首先识别、提炼和度量“新零售”的核心因素，分别探索和分析“新零售”下消费者渠道迁徙、搭便车和保留行为演化的前置变量及其因果关系；在此基础上，刻画三种消费者渠道行为的关键变量，揭示其路径选择的影响机制；更进一步，对消费者渠道路径选择行为进行测度与整合，基于价值属性与消费者效用建模，洞悉“新零售”下消费者渠道路径选择的影响机理；进而将实证结果与建模分析进行对比检验，阐明“新零售”下消费者渠道行为演化和路径选择机制。该研究将为“新零售”下消费者渠道行为研究提供新的理论依据，丰富消费者路径选择主体的行为策略和发现新消费者渠道运营策略，为企业创新实践提供思路。

“新零售”的出现不仅对零售业提出了更高要求，而且为传统的消费者渠道行为带来了挑战，促使消费者面临购物的不同阶段、不同渠道和不同零售商采取“新”的渠道行为和路径选择策略。本项目基于用户体验，探究新零售下消费者渠道行为的演化机制。研究的主题涉及：（1）新零售下消费者对线上渠道信息的感知与可信度判断；（2）新零售下考虑消费者环保感知的企业退货策略；（3）新零售下零售平台推荐机制的优化研究；（4）新零售下消费者渠道路径选择机制；（5）新零售下消费者渠道迁徙行为的影响因素与作用机制等。研究成果主要发表在Neural Computing and Applications、Journal of Cleaner Production、International Transactions in Operational Research等。相关研究用于京东、盒马鲜生等合作案例分析与实践中。这在一定程度上丰富消费者行为与营销理论，对企业在新零售下增强适应性和竞争力具有较强的指导意义。