全渠道零售与门店吸引力--数字化时代商圈理论的实证研究  

Omni-channel Retailing and Store Attractiveness:A Study Based on Trade Area Theory

作　　者：刘向东[1] 何明钦 郭艾 LIU Xiang-dong;HE Ming-qin;GUO Ai(School of Business,Renmin University of China,Beijing 100872,China;CRHC Fund Management Corporation,Beijing 100038,China)

机构地区：[1]中国人民大学商学院,北京100872 [2]中国国新基金管理有限公司,北京100038

出　　处：《商业研究》2023年第3期1-12,共12页Commercial Research

基　　金：国家社会科学基金一般项目“中国零售业数字化转型研究”,项目编号:18BJY176。

摘　　要：随着数字技术的普及和推广,全渠道零售正在重塑门店与顾客的空间互动关系。基于零售商圈理论,从零售商、顾客双重视角出发,实证探究全渠道零售对门店吸引力及其空间分布规律的影响。研究发现:零售商开展全渠道零售后,门店吸引力随着空间距离衰减的规律仍然成立,但衰减形态发生了明显改变,不再严格遵循传统引力模型显示的“长尾衰减”,表现为“线性衰减”,且衰减速度明显放缓;全渠道零售显著扩大了门店的核心商圈范围,即全渠道的吸引力相比实体渠道的空间辐射范围更广;随着到店距离的增加,门店的顾客更倾向于成为“全渠道顾客”,且同等条件下全渠道顾客相比实体渠道顾客的光顾行为受空间距离约束效应更弱。With the development of digital technologies,omni-channel retailing reshapes the spatial interaction between stores and consumers.Based on retail trade area theories,this study empirically explores the impact of omni-channel retailing on the store attractiveness and its spatial distribution from both perspectives of a retailer and consumers.The results show that,firstly,the distance decay effect on the store attractiveness is still tenable in the omni-channel retailing,but the decay pattern has changed significantly from long-tail decay indicated by gravity model to linear decay,with a much lower decay effect.Secondly,Omni-channel retailing significantly expands the extent of primary trading area of retail store,indicating stronger store attractiveness of omni-channel retailing compared with brick-and-mortar retailing.Finally,consumers live farther away the store tend to patronize store via omnichannel,whose patronage are less restricted by spatial distance.The findings not only provide leading empirical evidence for the enrichment and development of traditional trade area theories in the era of omni-channel retailing,capturing the new characteristics of omni-channel consumers’behavior,but also inspire retailers to actively adopt digital technologies to transform into omni-channel retailing and establish near-field retail competitiveness compared with e-commerce.

关 键 词：全渠道 门店吸引力 商圈理论 空间距离 光顾行为 

分 类 号：F721[经济管理—产业经济] F274