顾客多忠诚与新店铺寻求的融合行为研究——基于纵向追踪与深度访谈的混合方法  

Fusion Behavior of Customer Multi-loyalty and New Store Seeking:A Hybrid Method Based on Longitudinal Tracking and In-depth Interview

作　　者：张燚 周月娇 刘进平 蒋慧[3] Zhang Yi;Zhou Yuejiao;Liu Jinping;Jiang Hui(Business School and Scientific Research Office,Southwest University of Political Science&Law;School of Foreign Languages,Jiangsu University of Science and Technology)

机构地区：[1]西南政法大学商学院 [2]西南政法大学科研处 [3]江苏科技大学外国语学院

出　　处：《南开管理评论》2020年第5期100-111,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71502072);教育部人文社会科学研究项目(19YJCZH103)资助。

摘　　要：现有文献探讨了顾客多忠诚与多样化寻求的存在性、动机及影响因素,忽视了餐饮等快消品行业中顾客多忠诚与新店铺寻求的融合行为现象。本文以餐饮消费为例,运用消费历史账单的长时间间隔纵向追踪研究与深度访谈相结合的方法,得到如下结论 :餐饮顾客存在无忠诚、单一忠诚和多忠诚三种忠诚类型,其中多数顾客为多忠诚;顾客忠诚类型与外出消费频率显著正相关;多忠诚顾客不仅在多忠诚店铺之间,也在忠诚店铺与新店铺之间频繁转换,典型特征是多忠诚店铺间歇性重复消费与新店铺寻求的融合行为;该行为是由多忠诚动机(包括价值动机、决策动机和社会动机)、新店铺寻求动机(包括求新动机和新忠诚店铺开发动机)、厌腻消除动机(包括实际厌腻和未来厌腻)共同驱动,受到行业特征(高替代者吸引、低转换成本)、消费者个体特征(高消费频率、高探索倾向)及参考群体等前置因素的影响。本文提出并验证了一种普遍存在的消费行为现象——顾客多忠诚与新店铺寻求的融合行为,厘清了融合行为产生的动机与前置因素,基于消费历史账单的纵向追踪分析,为洞察长时间间隔的消费行为规律提供了纵向研究范式的借鉴。The existing literature mainly discusses the existence,motivations and inf luencing factors of customer`s multi-loyalty and variety seeking,ignores the fusion behavior phenomenon of customer keeping multi loyalty and new store seeking in catering industry.Taking catering consumption as an example,this paper uses the hybrid method of long-time interval longitudinal tracking research of consumption history bill and in-depth interview to draw the following conclusions:there are three loyal types of catering customers:no loyalty,single loyalty and multi-loyalty,and the vast majority of consumers are multi-loyal.Meanwhile,there is a significant positive correlation between types of customer loyalty and outgoing consumption frequency.Besides,the study also found that multi-loyal customers alternate not only among multiple loyal stores but also between loyal and new stores frequently.As the result,the typical characteristic of multi-loyal customers’consumption behavior is the coexistence of multi-loyal stores intermittent repeated consumption and new store seeking.The fusion behavior is jointly driven by multi-loyalty motivation(including value motivation,decision-making motivation and social motivation),new store seeking motivation(including novelty seeking motivation and developing new loyal store motivation)and satiation elimination motivation(including actual satiation and future satiation).Not only that,it is also influenced by industry characteristics(high substitution attraction and low switching cost),individual characteristics of consumers(high consumption frequency and high exploration tendency),reference groups(informative influences,utilitarian influences and value expressive influences)and other pre factors.The innovation of this paper lies in:proposing and verifying a universal consumer behavior phenomenon,that is,the fusion behavior of customers’multi-loyalty and new store seeking;clarifying the motivations and pre factors of this fusion behavior;and using the hybrid method of longitudinal tracking of

关 键 词：顾客多忠诚 新店铺寻求 间歇性重复消费 纵向追踪 深度访谈 餐饮业 

分 类 号：F274[经济管理—企业管理] F719.3[经济管理—国民经济]