新零售企业多渠道整合服务质量对重购意愿的影响--顾客涉入度的调节作用  

The Research on the Impact of Multi-Channel Integration Service Quality on Repurchase Intention of New Retail Enterprises——the Moderating Effect of Customer Involvement

作　　者：齐永智[1] 张梦霞[2] QI Yong-zhi;ZHANG Meng-xia(School of Business Administration,Shanxi University of Finance and Economics,Taiyuan 030031,Shanxi,China;School of International Trade and Economics,University of International Business and Economics,Beijing 100029,China)

机构地区：[1]山西财经大学工商管理学院,山西太原030031 [2]对外经济贸易大学国际经济贸易学院,北京市100029

出　　处：《中国流通经济》2021年第4期58-69,共12页China Business and Market

基　　金：国家社会科学基金一般项目“新零售企业线上线下多渠道整合服务研究”(19BGL104)。

摘　　要：采取线上线下多渠道整合的零售模式已成为新零售企业主流模式,顾客重购意愿是新零售企业重要竞争力之一,也是衡量多渠道整合服务实施效果的重要标准。通过构建以顾客体验为中介的多渠道整合服务质量对重购意愿影响概念模型,引入顾客涉入度作为调节变量,经过调查分析384名在同一新零售企业线上线下渠道有购物经历的消费者,研究结论如下:多渠道整合服务质量对重购意愿有显著积极影响;多渠道整合服务质量对顾客体验有显著积极影响;顾客体验对顾客重购意愿有显著积极影响;顾客体验在多渠道整合服务质量与重购意愿之间起部分中介作用;顾客涉入度在多渠道整合服务质量与顾客体验关系中起正向调节作用。研究结论拓展了多渠道整合服务质量对重购意愿影响的内在机理,明确了顾客体验在其中的重要中介作用,探明了顾客涉入度在多渠道整合服务质量影响顾客体验过程中的重要调节作用。新零售企业既可以通过多渠道整合服务质量提升顾客重购意愿,也可以通过极致的顾客体验提升重购意愿,而且通过加强顾客涉入度管理可有效提升顾客体验与重购意愿。The retail mode adopting both online and offline multi-channel integration has become the mainstream of new retail enterprises.Customer repurchase intention is one of the important competitiveness of new retail enterprises,and it is also an important criterion for measuring the implementation effect of multi-channel integration service.By constructing a conceptual model of the influence of multi-channel integration service quality on repurchase intention with customer experience as mediator,the authors introduce customer involvement as a moderating variable;and they survey and analyze 384 consumers with shopping experience through both online and offline channels of the same retail enterprise.The research conclusions are as follows:multichannel integration service quality has a significant positive impact on repurchase intention;multi-channel integration service quality has a significant positive impact on customer experience;customer experience has a significant positive impact on repurchase intention;customer experience plays a part of the mediator role between multi-channel integration service quality and repurchase intention;and customer involvement has a positive moderating effect on the relationship between multi-channel integration service quality and customer experience.The research conclusions expand the internal mechanism of the influence of multi-channel integration service quality on repurchase intention,clearly define the important mediating effect of customer experience during this process,and verify the important moderating effect of customer involvement for the influence of multichannel integration service quality on repurchase intention.New retail enterprises can promote customer repurchase intention through multi-channel integration service quality and extreme customer experience,and effectively promote customer experience and repurchase intention by reinforcing customer involvement management.

关 键 词：新零售企业 多渠道整合服务质量 重购意愿 顾客体验 顾客涉入度 

分 类 号：F274[经济管理—企业管理]