地 点：宝盈娱乐app贺兰山校区文荟楼904会议室
主讲人：吕靖
Abstract
This paper explores the distinctive smartphone uses and a consumer’s expected gratifications during the individual shopping journey in brick-and-mortar retailing stores in the United Kingdom; simultaneously the paper investigates whether and how consumer-to-consumer interactions reduce shopping anxiety and subsequently influence purchase decisions.Followinga micro-ethnography approach, 43 consumers collaborated in open-ended interviews conducted in shopping centres and high streets of two southern cities in the United Kingdom.It was then followed by a survey generated from 349 consumers, examining the causal relationships among the constructs.Findingsindicate that consumers use smartphones to achieve a range of gratifications during their shopping journeys. More importantly,consumer-to-consumer interactions via smartphones alleviate shopping anxiety when visiting busy shopping centres. Omni-channel retailers should encourage consumers to use smartphones in brick-and-mortar settings, by facilitating in-store mobile device assistance and offering Wi-Fi services, such that consumers are more confident purchase decisions and less anxious.
摘要
本文探究了在英国实体零售店的个人购物过程中，使用智能手机的用途与消费者的预期满足感；同时也研究消费者之间的互动如何减少购物焦虑感并影响购买决策。通过微观民族志研究方法，作者首先与43名实体店消费者在英国南部城市的购物中心进行了开放式访谈；随后又收集了349分调查问卷，进一步检测变量之间的因果关系。调查结果表明，消费者在购物过程中使用智能手机来获得一系列的满足感。此外，在繁忙的购物中心，消费者之间的互动可以减轻购物焦虑感。全渠道零售商应该鼓励消费者在实体环境中使用智能手机，通过促进店内移动设备协助和免费Wi-Fi服务，以此减少购物焦虑感，促进购买信心。
主讲人简介
吕靖，博士研究生，2016年至今就读于英国南安普顿大学商学院，同时任商学院数字化营销系助教。2015年毕业于英国伯明翰大学，荣获优秀硕士学位；2014年毕业于英国威尔士班戈大学，荣获优秀本科学位。曾在2018年获得‘全英高校博士生-三分钟演讲比赛’第二名，具有丰富的校内及国际学术交流会议的经验；主要研究方向为市场实践中消费者的行为学与心理学，以及全渠道零售行业的研究；擅长在社会科学领域研究中使用Qualitative and Quantitative methods, Structural Equation Modeling (SEM).
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经济管理学院
2019年3月13日
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