顾客关系持续时间对促销信息响应的影响——基于某大型团购网站的实证研究  

The Impact of Customer Relationship Duration on Response to Promotional Messages

作　　者：郝菀婷 孙鲁平[2] 郑晓莹[3] HAO Wan-ting;SUN Lu-ping;ZHENG Xiao-ying(Business School,Renmin University of China,Beijing 100872,China;Business School,Central University of Finance and Economics,Beijing 100081,China;Business School,Nankai University,Tianjin 300071,China)

机构地区：[1]中国人民大学商学院,北京市100872 [2]中央财经大学商学院,北京市100081 [3]南开大学商学院,天津市300071

出　　处：《中国流通经济》2021年第5期74-84,共11页China Business and Market

基　　金：国家自然科学基金面上项目“基于全网数据的跨屏购物行为研究:前因和营销后果”(71972195);国家自然科学基金青年项目“个性化推荐何时更有效?——大数据驱动的个性化推荐与消费者决策阶段”(71502182);中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目(20XNH093)。

摘　　要：发送促销短信是一种方便快捷的营销方式,大量商家通过这种方式吸引顾客进行消费,却发现很多顾客没有对促销信息做出积极响应,甚至引发了信息退订行为,因此,了解哪些顾客更可能对商家促销信息做出积极响应对于维持顾客关系具有重要意义。采用国内某大型团购网站提供的数据,基于顾客关系管理视角,探讨顾客关系持续时间对促销信息点击与购买行为的不同影响。实证分析表明:顾客关系持续时间越长,顾客点击促销信息的可能性反而越小,但顾客点击促销信息后产生购买的可能性越大。通过引入获客方式与购买频率两个调节变量验证了疲惫效应与信任效应的影响机制,发现疲惫效应解释了顾客关系持续时间对点击行为的负向影响,而信任效应解释了顾客关系持续时间对购买行为的正向影响。企业可以依此对顾客进行分类,为不同类型的顾客推送不同频率、不同内容的促销信息,以实现顾客价值最大化。In order to attract the consumption,a mass of firms send promotional messages to their customers regularly,which is easy to operate.The response rate to such promotional messages,however,is notoriously low.These activities even make some consumers unsubscribe from message notifications.Therefore,understanding which consumers are more responsive to such promotional messages is important for maintaining customer relationship.Based on the perspective of customer relationship management,the authors explore the impact of relationship duration on customer response behavior to promotional messages(including both click and purchase behavior).Results show that customers with longer relationship duration are less likely to click the promotional message,but they are more likely to make a purchase on clicking the message.The authors introduce acquisition mode and purchase frequency as two moderators to test the underlying mechanism of wearout vs.trust effect,and find that wearout explains the negative effect of relationship duration on click,whereas trust explains the positive impact of relationship duration on purchase.These results not only have theoretical contributions for customer relationship management,group buying and consumer response behavior,but also provide managerial implications for guiding companies on how to push accurate and personalized promotional messages,improve the effect of promotion activities,and strengthen customer relationship.

关 键 词：关系持续时间 顾客响应行为 疲惫效应 信任效应 

分 类 号：F713.56[经济管理—市场营销]