“公开表达的顾客契合”如何驱动跨境电商企业绩效提升——基于顾客群体传染效应的视角  

E-commerce Enterprises:Based on the Perspective of Contagion Effect of Customer Group

作　　者：马晓君[1] 徐晓晴 范祎洁 陈菁泉 Ma Xiaojun;Xu Xiaoqing;Fan Yijie;Chen Jingquan(School of statistics,Dongbei University of Finance and Economics;School of Economics and Management,Huzhou University)

机构地区：[1]东北财经大学统计学院 [2]湖州师范学院经济管理学院 [3]中国新兴经济体研究会

出　　处：《南开管理评论》2023年第5期226-235,I0045,I0046,共12页Nankai Business Review

基　　金：国家社会科学基金重大项目(21&ZD148)资助。

摘　　要：跨境电商在数字化与全球化引擎的共同驱动下产生并迅速发展,已成为国际贸易中与传统贸易独立并行的又一重要渠道,在服务主导的商业逻辑中,跨境电商企业与海外顾客的契合关系创造企业价值。本文首次基于顾客群体传染效应的视角,从理论与实证两个维度探索“公开表达的顾客契合”驱动跨境电商企业绩效提升的作用机制,应用社会网络影响理论、IV-Heckit及被调节的中介模型,创新构建组合测度模型以挖掘用户生成内容。研究结果表明:(1)公开表达的顾客契合异质性驱动跨境电商企业绩效,即顾客—企业契合相较于顾客—产品契合的驱动效应更显著,与国内电商情境下的结论存在差异;(2)契合在目标顾客群体间发挥传染效应,具体以“情感偏好”与“特征关注”传染效应的双中介渠道驱动绩效提升;(3)与品牌效应高度相关的企业定价水平U型调节了群体传染效应的作用边界,为跨境电商企业“中等价格陷阱”提供了顾客感知价值视角的解释。本研究为跨境电商企业与顾客价值共创提供了可靠的理论依据与实证支撑,为实现以海外目标顾客为主导的品牌建设实践提供了科学、准确的管理启示。Digital economy is a key force to restructure global factor resources,reshape global economic structure,and change the global competition pattern.Cross-border e-commerce has become a new business format driven by the“globalization”and“digitalization”engines,independent and parallel with traditional trade in international trade,and can effectively overcome transaction costs,trade frictions,information asymmetry,and geographical distance and other restrictions.In the current business model dominated by service logic,enterprise performance is co-created by the whole value network related to customers,and customer engagement is paid more and more attention.However,the public expression of customer engagement has radiative influence and group contagion effect,which can exert influence and recommendation value among public groups.Therefore,“publicly expressed”customer engagement can further enhance the co-creation value between customers and enterprises.This view is also reflected in the business practice of enterprises.Although previous studies focused on the pre-factors and post-effects of customer engagement,the conclusion that customer engagement creates corporate performance has been repeatedly verified.However,whether this law is different in overseas markets,what mechanism of engagement drives the improvement of enterprise performance,and how engagement plays a role among customer groups have not been effectively explained in relevant studies.In view of this,focusing on the key issue of“How publicly expressed customer engagement drives the performance improvement of cross-border e-commerce enterprises”,this paper takes the user-generated content(UGC)of Shopee platform,28 representative independent stations and Tmall enterprises as the data source to measure,avoiding the subjective problems based on scale survey.At the same time,ensure the consistency between the connotation of the publicly expressed customer engagement concept and the statistical caliber;This paper studies the“black box”of th

关 键 词：顾客契合 跨境电商 企业绩效 群体传染效应 用户生成内容(UGC) 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]