数字化零售能否提升匹配效率——基于交易需求异质性的实证研究  

Can Digital Retail Improve Matching Efficiency:An Empirical Research Based on the Heterogeneity of Transaction Demand

作　　者：刘向东[1] 何明钦 刘雨诗 Liu Xiangdong;He Mingqin;Liu Yushi(School of Business,Renmin University of China;China Orient Asset Management Corporation)

机构地区：[1]中国人民大学商学院 [2]中国东方资产管理股份有限公司

出　　处：《南开管理评论》2023年第6期190-200,I0036,I0037,共13页Nankai Business Review

基　　金：国家社会科学基金项目(18BJY176)资助。

摘　　要：进入数字经济时代,数字技术通过不断优化交易职能、改进匹配机制,重塑零售服务与消费者的交互方式,迈入异质性需求识别和匹配的新阶段。本文追踪零售最新实践,系统性地定义了三种异质性交易需求,基于代表性的O2O数字化零售平台和消费大数据开展实证研究。结果表明:数字化零售最新实践是实体零售商与互联网平台的深度分工与高效协同,二者联合提供的“商品展示”“信息触达”和“履约交付”三大服务均具有吸引消费者购买的功能,实际促进效果取决于交易服务与交易需求的适配程度。此外,文章针对最能体现零售数字化内核的“信息触达”开展深入讨论,发现从平台端发起的信息触达与从用户端发起的信息搜索均正向影响购买意愿,且彼此在互动中相互增强,证明数字化零售平台作为“专业信息服务提供者”在算法技术支持下具备动态学习和自我优化的能力。文章为当下的零售数字化转型提供直观的效果评估,同时也为数字经济时代互联网平台与实体零售商的竞合关系、营销管理、服务内核贡献了可落地的实践指引。Entering the digital economy era,digital technology has driven profound changes in the form of commercial organizations,constantly iterating and upgrading around the interaction mode and matching mechanisms of“consumer-good-field”.In recent years,digital transformation has continuously optimized transaction functions and improved matching mechanisms,changing the organizational structure and competitive landscape of the retail industry.It is also reshaping the interaction between retail organizations and consumers,declaring a new stage of identifying and matching heterogeneous demands.How to promote the alignment of channel attributes and consumer demand through digital transformation has become a core concern for entrepreneurs and an urgent research frontier.However,there is a lack of literature on the effectiveness of digital retail mechanisms from the perspective of transaction processes and matching efficiency,especially limited by micro data and real innovation cases.There are few researches based on large sample quantitative models to explore the impact of digital retail and platform strategies on heterogeneous demand and match-ing efficiency.This study tracks the latest retail practices and related theories,redefines three kinds of transaction needs comprehensively,and con-ducts empirical research based on digital retail platform and its consumers.The results show that the digital retail platform represents a deep division of labor.The product display,information push,and contract delivery jointly provided by online and offline entities all attract purchases,and the actual effect depends on the degree of adaptation between retail services and transaction needs.The study also found that both information push and information search positively affect purchase intentions and mutually enhance each other,proving that digital retail platforms have the ability to self-optimize with the support of algorithm technology.Compared to previous literature,the study make theoretical contributions from three aspects:fir

关 键 词：数字化零售 异质性需求 消费者行为 匹配效率 组织创新 

分 类 号：TP399[自动化与计算机技术—计算机应用技术] F724.6[自动化与计算机技术—计算机科学与技术]