跨平台渠道使用习惯形成及顾客价值的影响研究:基于渠道使用全过程的实证分析  

Cross-Platform Channel Usage Habit Formation and Its Impact on Customer Value:An Empirical Study Based on the Full Process of Channel Usage

作　　者：王茜[1] 容哲[1] 谢康[1] WANG Qian;RONG Zhe;XIE Kang(Business School, Sun Yat-sen University, Guangzhou 510275, China)

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《预测》2021年第1期67-74,共8页Forecasting

基　　金：国家自然科学基金资助项目(71772187,70971141);国家自然科学基金重点资助项目(71832014);教育部人文社会科学研究规划资助项目(15YJA630070)。

摘　　要：企业线上顾客的跨平台渠道行为极为普遍,但企业对顾客跨平台渠道行为以及带来的影响知之甚少。针对于此,本文基于全新多平台渠道情境,围绕企业跨平台渠道的顾客价值及渠道使用习惯的形成展开深入研究。研究发现:(1)顾客跨平台渠道扩展行为显著提升顾客价值;(2)扩展平台渠道后顾客形成三种渠道使用习惯,其中维持跨平台渠道习惯的顾客具有最高价值;(3)顾客在原有平台渠道的使用时长对顾客维持跨平台渠道使用习惯有负向影响,而顾客在新平台渠道初次交叉购买对维持跨平台渠道使用习惯有正向影响。本文结论对拓展和深化顾客跨平台渠道使用行为研究有一定的理论和实践意义。Online customers’cross-platform channel behavior is quite common,but little is known about the cross-platform channel behavior and its impact.To this end,focusing on the new multi-platform channel situation,this paper conducts in-depth research on the formation of cross-platform customers’value and habit of channel usage.The findings show that:(1)Platform channel extensionbehavior improves customer value significantly.(2)After platform channel extension,customers get into three cross-platform channel habits,and those with the habit of keeping the cross-channel usage are of the highest value.(3)Customers’duration of using the original platform channel has negative impacts on keeping the cross-channel usage habit.Customers’initial cross-buying in the new platform channel has a positive impact on keeping the cross-channel usage habit.The findings of the study provide theoretical and practical significance as well as extend and deepen research on customers’cross-channel behavior.

关 键 词：线上平台 平台渠道 跨平台 渠道使用习惯 顾客价值 

分 类 号：F713.55[经济管理—市场营销]