中文摘要：

在多渠道环境下,消费者利用一家离线零售商来搜集信息或评估产品,然后转换到另一家在线零售商来实现其购买决策。通过实证方法分析可能会引起消费者在购买决策过程中转换渠道的驱动因素。其中,推动作用包括消费者使用多种渠道的自我效能;拉动作用,即竞争对手的在线零售商的吸引力,两者对搭便车意愿都具有正面影响。然而,系泊作用,即零售商锁定,对跨渠道搭便车意愿具有负面影响。

英文摘要：

In multi-channel environments,consumers use one offline retailer’s channel to obtain information or evaluate products and then switch to another online retailer’s channel to complete the purchase.This paper attempts to analyze several factors that may lead customers to switch between channels during their purchase process.The push effect,which consists of consumers’perceived self-efficacy to employ multiple channels,has a positive influence on cross-channel free-riding intentions.The pull effect,or the relative attractiveness of the competitors’online retail stores,also has a positive influence on these intentions.However,the mooring effect,or within-firm lock-in,has a negative influence on cross-channel free-riding intentions.