移動(dòng)互聯(lián)網(wǎng)+時(shí)代消費(fèi)者搜索渠道選擇行為分析
——購(gòu)物動(dòng)機(jī)視角下的一個(gè)概念模型
打開文本圖片集
關(guān)鍵詞：移動(dòng)互聯(lián)網(wǎng) + ；研究型購(gòu)物者；渠道搜索選擇；平臺(tái)搜索選擇；購(gòu)物動(dòng)機(jī)中圖分類號(hào)：F724.6 文獻(xiàn)標(biāo)志碼：A DOI： 10.13714/j.cnki.1002-3100.2025.08.01：
Abstract： Withthebreakthroughdevelopmentofmobilenetworktechnologythestatusofmobilebusinessinretailingis increasingly visible.UnderthtimesofmobileInteretplusmoreandmoreconsumersalteatelyusestores，webstoresintepurchasedecisio makingproce，andecoeresechtedoperseirtasfegetenditcaelsdplatfosuringsoeads totheunstableofcustomerresources.Howtolockandfostercustomerloyaltyhasbecomeanimportant practicalproblemforeterprises toresolve.However，mostofcurrntliteraturesdspiseinformationsearch'sdecisionactiononfollowigconsumptiondecisionmaking andchanneltasegsogtegitygie'spoatetscht providetheorysupportforenterprisestomakeprecisionmarketingstrategiesforelevantcustomersofdiferentplatformsandonsuing motive in mobile Interet plus era.Basedonliteraturereview，the paper divides shopping motives intotwotypes including utiltarian motivesandocoidouesiprictatietatiotatiuse orientation.Thenaplyingthevalueframework，useandgratificationtheoryinsequence，thepaperanalyzesthemechanismofthese shoppingotivesoresearchshoppers'searchbehaviorofchanelandplatform，andputsforwardfourhypothesis.Atlast，acoceptual modelisestabsddpearesigatioanissigdstrodesierecfotepsstodac research shoppers correctly and make precision marketing strategies to retain customers effectively.
Key words：mobileInteretplus;researchorientedshoppers;searchselectionofhannels;sarchselectionofplatfors;oing motives
1研究背景
隨著移動(dòng)網(wǎng)絡(luò)技術(shù)的突破式發(fā)展，移動(dòng)渠道在企業(yè)零售中的重要性日漸凸顯，現(xiàn)有企業(yè)通過(guò)傳統(tǒng)線下渠道、線上電子商務(wù)，以及逐漸興起的移動(dòng)商務(wù)銷售商品和服務(wù)。（剩余5833字）