大数据营销对网络消费粘性影响的实证研究--基于风险感知和价值感知的中介效应  

An Empirical Study on the Influence of Big Data Marketing on the Stickiness of Online Consumption:Mediating Effects Based on Risk Perception and Value Perception

作　　者：王云霞 段杰鑫[2] WANG Yun-xia;DUAN Jie-xin(School of Business,Shenzhen Technology University,Shenzhen 518118,China;School of Food and Drug,Shenzhan Polytechnic School,Shenzhen 518000,China)

机构地区：[1]深圳技术大学商学院,深圳518118 [2]深圳职业技术学院食品药品学院,深圳518000

出　　处：《山东青年政治学院学报》2022年第6期74-82,共9页Journal of Shandong Youth University of Political Science

基　　金：广东省思想政治教育课题“数字经济时代大学生网络消费需求实证研究”(2020GXSZ089);广东省普通高校创新团队项目“企业管理与组织创新研究”(2021WCXTD026)。

摘　　要：基于消费者价值感知和风险感知理论,以及335名网络消费者的调研数据,对大数据营销影响网络消费粘性的直接效应和中介效应进行了实证检验。结果显示,大数据营销在直接影响网络消费粘性的同时,通过价值感知和风险感知来间接影响网络消费粘性,在给消费者带来价值感知并增强网络消费粘性的同时,也会因风险感知而降低网络消费粘性。在价值感知和风险感知叠加的情况下,消费者的网络消费粘性还未显著构成负向转化。因此,企业的大数据营销行为应重视对消费者个人信息的保护,避免短视的大数据杀熟行为倒逼消费者作出逆向选择。Based on the theory of consumer value perception and risk perception,and based on a survey of 335 consumers,the paper empirically tested the direct and intermediary effects of big data marketing on consumer online consumption stickiness.The conclusion shows that the direct effect coefficient of big data marketing on Internet consumption stickiness is 0.666,the intermediary effect coefficient of value perception and risk perception on Internet consumption stickiness is-0.013,and the total effect coefficient of big data marketing on Internet consumption stickiness is 0.653.It can be said that while big data marketing brings value perception to consumers and enhances the stickiness of online consumption,it also reduces the stickiness of online consumption due to risk perception.In the case of the superposition of value perception and risk perception,consumers'online consumption stickiness has not significantly formed a negative transformation.Therefore,enterprises should pay attention to the protection of consumers'personal information in their big data marketing,and avoid short-sighted big data killing to force consumers to make adverse choices.

关 键 词：大数据 风险感知 价值感知 消费粘性 中介效应 

分 类 号：F27[经济管理—企业管理]