PPM模型试衣族搭便车行为研究(4)
What’ more, with the appearance of fit lifters, retailers feel great threat from them and their profits are gradually decreasing. Therefore, many scholars are making a study on the effect of free-riding behavior on retailers. Mittelstaedt(1986) believe that free-riding behavior will force retailers to provide the lower level of service and gradually lead to the decrease of consumers. Thus, with the rapid development of the Internet, retailers may lose the confidence to offer high-quality services and it may affect manufacturers’ decisions (Carlton & Chevalier, 2001). More and more consumers choose to experience in a physical shop and then purchase on the Internet, which does harm to retailers. However, retailers may benefit from free-riding behavior because the excellent services retailers offer often help them win the loyalty of consumers(Fernando, 2006). For consumers, when they enjoy the high-quality service in a physical shop, they will gradually develop the customer loyalty.
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