营销科学学报

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货到付款还是在线支付——移动渠道与购物金额和支付方式研究

吴邦刚 ,邓晓羽 ,崔雪彬   

  1. 吴邦刚,清华大学经济管理学院,博士研究生,E-mail:wubg.12@sem.tsinghua.edu.cn
    邓晓羽,清华大学经济管理学院,博士研究生,E-mail:dengxy.13@sem.tsinghua.edu.cn
    崔雪彬,清华大学经济管理学院,博士研究生,E-mail:cuixb.14@sem.tsinghua.edu.cn
  • 出版日期:2017-09-30 发布日期:2018-11-09
  • 基金资助:

    本研究得到国家杰出青年科学基金(71325005),国家自然科学基金重点项目(71532006),国家“万人计划”青年拔尖人才支持计划,教育部人文社会科学重点研究基地项目(16JJD630006)资助,特此感谢。

Cash on Delivery or Online Payment: Mobile Channel, Order Size and Payment Methods

Wu Banggang,Deng Xiaoyu,Cui Xuebin   

  1. Wu Banggang,School of Economics and Management of Tsinghua University
    Deng Xiaoyu,School of Economics and Management of Tsinghua University
    Cui Xuebin, School of Economics and Management of Tsinghua University
  • Online:2017-09-30 Published:2018-11-09

摘要:

在新兴市场中,电子商务发展不平衡,顾客网上购物感知的风险较高,企业为顾客提供了不同的支付方式,如货到付款和在线支付。本文研究了在新兴市场中,顾客网上购物的购物渠道和购物金额对于顾客支付方式选择的影响,并验证了顾客购物经验的调节作用。本文选择60484名京东顾客购买数据,通过面板数据模型分析发现:(1)顾客采用移动渠道购物对采用货到付款有显著正向影响,也就是说顾客采用移动渠道购物时,更可能会选择货到付款的支付方式。(2)顾客购物的订单金额正向促进顾客对于货到付款的选择,即当订单金额较大时,也更可能选择货到付款支付方式。(3)进一步地,我们发现顾客购物经验越丰富时,移动渠道购物对货到付款选择的正向促进作用会减弱,但是购物金额对货到付款选择的正向促进作用没有显著的变化。本文研究顾客支付方式选择的前因变量,丰富了关于支付方式选择的理论体系;另外,本文得出的有关购物渠道、购物金额和购物经验方面的结论对于企业实践也有重要的指导意义。

关键词: 移动渠道, 购物金额, 购物经验, 支付方式

Abstract:

In the emerging markets, the unbalance development of e-commerce leads to consumer’s high perceived risk. Therefore, companies offers different payment methods for consumers, such as cash on delivery (COD) and online payment. This study investigates how consumer’s shopping channel and order size affect the payment methods, and we also test the moderating effects of purchase experience. 60484 consumers of JD.com are selected in our study. Based on their purchase data, we find the main results by using panel data model that (1) The using of mobile channel has a positive effect on COD, implying that when consumers use mobile to purchase, they have a higher possibility to use COD. (2) The order size has a positive effects on COD, that is to say, when the purchase amount increase, the possibility of using COD also increase. (3) Furthermore, when consumers’ purchase experience abound, mobile channel’s positive effect on COD will be decreased, but it doesn’t affect the positive effect between order size and COD. Our study investigates consumer’s behavior before the payment decision, which contributes to the payment theory. Moreover, the results about shopping channel, order size and purchase experience are also important to the companies.

Key words:  Mobile Channel, Order Size, Purchase Experience, Payment Methods