مشخصات مقاله | |
ترجمه عنوان مقاله | خرده فروشی آنلاین از طریق کانال های الکترونیکی و نقاط تماس کانال های الکترونیکی: مطالعات تجربی از رفتار مصرف کننده در محیط تجارت الکترونیکی چند کاناله |
عنوان انگلیسی مقاله | Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment |
انتشار | مقاله سال 2020 |
تعداد صفحات مقاله انگلیسی | 15 صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه الزویر |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
5.352 در سال 2018 |
شاخص H_index | 158 در سال 2019 |
شاخص SJR | 1.684 در سال 2018 |
شناسه ISSN | 0148-2963 |
شاخص Quartile (چارک) | Q1 در سال 2018 |
مدل مفهومی | دارد |
پرسشنامه | دارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت، مهندسی فناوری اطلاعات |
گرایش های مرتبط | بازاریابی، تجارت الکترونیک |
نوع ارائه مقاله |
ژورنال |
مجله / کنفرانس | مجله تحقیقات کسب و کار – Journal of Business Research |
دانشگاه | Department of Marketing and Retailing, University of Siegen, Unteres Schloss 3, 57072 Siegen, Germany |
کلمات کلیدی | خرده فروشی اینترنتی، خرید آنلاین، کانال های الکترونیکی، نقاط تماس، گردش آنلاین مشتری، تجارت الکترونیکی چند کاناله |
کلمات کلیدی انگلیسی | Internet retailing، Online shopping، Electronic channels، Touchpoints، Online customer journey، Multichannel e-commerce |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2018.10.048 |
کد محصول | E14093 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract Graphical abstract 1. Introduction 2. Conceptual background 3. Theoretical framework 4. Empirical studies 5. Conclusions and implications Declarations of interest Acknowledgements Appendix A. Measurement scales of study 1 Appendix B. Measurement scales of study 2 References |
بخشی از متن مقاله: |
Abstract
This research contributes to broadening understanding of online retailing across electronic channels (e-channels, e.g., mobile devices) and e-channel touchpoints (e.g., mobile shopping apps) from a consumer perspective. Based on the multichannel retailing approach and theoretical considerations, the authors suggest an enhanced perspective on the online retailing environment and validate this multichannel e-commerce perspective by conducting both an online survey (N = 502) and an experimental study (N = 126). The results indicate that online retailing can be classified into four e-commerce categories that entail individual e-channel touchpoints, emphasizing the need for a more differentiated consideration of “the online channel.” This work advances marketing research and practice by illustrating that both technology-related quality and context-related situational benefit affect consumers’ utilization of e-channels. Further findings show that retailers can enhance consumers’ shopping experiences by providing alternative e-channel touchpoints (i.e., specific digital shopping formats) that contribute differently to the online customer journey. Introduction Researchers recognize that the range of Internet-enabled devices that shoppers use to search for product information or to purchase products online has expanded (Grewal et al., 2017; Maity et al., 2018). With every device that allows individuals to access online retail offerings, such as computers, smartphones, tablets, and Internet-enabled TV, online shopping is becoming not only more versatile but also more complex. In the context of consumers’ channel choices, multichannel researchers have emphasized the need to understand the benefits that individuals derive from each retail channel to determine effective and efficient individual channel strategies and to employ customer-centric multichannel retailing strategies (e.g., Payne & Frow, 2005). Therefore, in this paper, we adopt the multichannel perspective for online retailing itself; that is, we investigate a multichannel e-commerce environment in which consumers conduct their online customer journeys across multiple e-channels (categories of Internet-enabled devices, e.g., mobile devices) and e-channel touchpoints (specific digital shopping formats, e.g., mobile shopping apps). The distinction between an e-channel and an e-channel touchpoint is necessary because an e-channel represents the hardware alternatives that consumers can use to shop online, while an e-channel touchpoint represents the software alternatives that retailers can provide for e-channels. Because of the various combinations of hardware and software, it can be expected that the same online retail offering will shape online customer experiences differently depending on the fit of the e-channel and the e-channel touchpoint. |