传统零售商的线上品牌延伸:追求“线上—线下”还是“线上—原型”一致性  

The Online Brand Extension of Traditional Retailers:Should Online-Offline or Online-Prototypical Congruence Be Emphasized?

作　　者：吴锦峰[1] 常亚平[2] 侯德林[1] 

机构地区：[1]武汉纺织大学管理学院 [2]华中科技大学管理学院

出　　处：《南开管理评论》2017年第2期144-154,共11页Nankai Business Review

基　　金：国家自然科学基金项目(71172002;71372132)资助

摘　　要：面对新顾客减少、老顾客流失的严峻形势,将零售渠道从线下向线上延伸已成为传统零售商应对网上商家竞争的唯一途径。从实践来看,零售经理人面临着如何在"线上—原型一致性"和"线上—线下一致性"两种线上营销导向之间进行抉择的困惑。为探讨这两种导向在新顾客和老顾客中的有效性,本文提出了不同零售品牌熟悉度线上营销导向对零售品牌态度变化影响的概念模型,并利用结构方程模型对假设进行了验证。研究发现,这两种导向均能改善顾客对零售品牌的态度;零售品牌熟悉度能调节线上—线下商品类别一致性、线上—线下价格一致性、线上—原型商品类别一致性对零售品牌态度变化的影响,但对线上—原型价格一致性与零售品牌态度变化关系的调节作用不显著;在高和低零售品牌熟悉度的消费者中,线上—线下商品类别一致性和线上—原型价格一致性都对零售品牌态度变化有显著的影响;线上—线下价格一致性的影响仅在高零售品牌熟悉度的消费者中显著,而线上—原型商品类别一致性的影响则仅在低零售品牌熟悉度的消费者中显著。本文根据这些发现提出了相应的管理建议。Due to the severe situation that new and regular customers are both reduced,retail brand extension from offline to online has been the only alternative for traditional land-based retailers to compete with pure etailers.From a practical point of view,retail managers are facing a difficult choice between two online marketing orientations：online-prototypical congruence and online-offline congruence.To explore the effectiveness of both orientations among new and regular customers,this study proposes a conceptual model in which two orientations of online marketing strategy affect retail brand attitude when retail brand familiarities differ.A survey of 684 consumers and multi-group causal analysis of structural equation model are used to verify the hypotheses.The results show that both orientations can improve the consumer＇s retail brand attitude.Retail brand familiarity moderates the effects of online-offline product category congruence,online-offline price congruence,and online-prototypical product category congruence on retail brand attitude change,while it doesn＇t significantly moderate the relationship between online-prototypical price congruence and retail brand attitude change.Online-offline product category congruence and online-prototypical price congruence have significant effects on retail store attitude change whether retail brand familiarity is high or low.Online-offline price congruence exerts a pronounced effect only when retail brand familiarity is high.On the other hand,the effect of online-prototypical product category congruence is significant only among consumers with low retail brand familiarity.Therefore,when retail brand familiarity is low,online stores of traditional retailers should integrate both orientations（online-offline and online-prototypical congruence） in product category and attach more importance to online-prototypical congruence in pricing strategy.When retail brand familiarity is high,online-offline congruence orientation should be emphasized in product category and both o

关 键 词：多渠道零售 线上品牌延伸 零售品牌态度 零售品牌熟悉度 

分 类 号：F273.2[经济管理—企业管理] F724.2[经济管理—国民经济]