互联网交互策略对顾客保留的影响机制——基于实体零售企业顾客的实证分析  

Impact of Internet Interactivity Strategy on Customer Retention: Empirical Analysis Based on Physical Retail Customers

作　　者：张成君[1] 崔兴文[1,2] 王建国 Zhang Chengjun;Cui Xingwen;Wang Jianguo(School of Economic and Management,Anhui University of Science and Technology,Huainan 232001,China;School of Business Administration,Southwestern University of Finance and Economics,Chengdu 610074,China;School of Business Administration,Zhejiang University of Finance and Economics,Hangzhou 310018,China)

机构地区：[1]安徽理工大学经济与管理学院,安徽淮南232001 [2]西南财经大学工商管理学院,四川成都611130 [3]浙江财经大学工商管理学院,浙江杭州310018

出　　处：《沈阳大学学报（社会科学版）》2018年第5期551-557,共7页Journal of Shenyang University:Social Science

基　　金：国家社会科学基金资助项目(15BJY046);安徽省高校人文社会科学重点项目(SK2016A0282)

摘　　要：从消费者视角出发,以零售商品牌体验作为中介变量,构建了实体零售商的互联网交互策略影响顾客保留行为的理论模型并进行了实证分析。研究表明:顾客感知实体零售商的互联网交互性对顾客保留行为存在直接影响;顾客对零售企业的品牌体验在互联网交互策略与顾客保留之间起到总体中介效应,其中功能体验和情感体验中介效应显著,但社交体验中介作用不明显;情感体验对感知互联网交互性和影响顾客保留的中介作用明显大于功能体验和社交体验。From the perspective of consumers,this paper takes the retailer brand experience as mediator variable,and constructs a theoretical model that the physical retailer network interaction strategy influences the customer retention behavior.The results show that:the customer perceived network interactivity of physical retailers has a direct impact on customer retention behavior;the retailer brand experience of customers plays an overall mediating role between the network interaction strategy and the customer retention,among which the mediating effects of functional experience and emotional experience are significant,but the mediating effect of the social experience is not obvious;the mediating effect of emotional experience on perceived network interactivity influencing customer retention is significantly greater than functional experience and social experience.These results for the physical retail stores using internet interface to improve the level of customer relationship management provide a new way of thinking.

关 键 词：互联网交互性 顾客保留 品牌体验 实体零售 

分 类 号：F713.50[经济管理—市场营销]