基于互动视角的数字营销研究:整合框架与未来展望  

Digital Marketing Research Based on Interactive Perspective:Integrated Framework and Future Direction

作　　者：王永贵 张思祺 张二伟 洪心如 WANG Yonggui;ZHANG Siqi;ZHANG Erwei;Hong Xinru(College of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China;Digital Innovation and Management Institute,Zhejiang Gongshang University,Hangzhou 310018,China;College of Business Administration,Capital University of Economics and Business,Beijing 100070,China;Hangzhou Gongshu District Integrated Media Center,Hangzhou 310015,China)

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江工商大学数字创新与管理研究院,浙江杭州310018 [3]首都经济贸易大学工商管理学院,北京100070 [4]杭州市拱墅区融媒体中心,浙江杭州310015

出　　处：《财经论丛》2024年第5期5-16,共12页Collected Essays on Finance and Economics

基　　金：国家自然科学基金重点项目(72032004)。

摘　　要：人工智能、区块链、大数据、云计算等颠覆性信息技术对市场营销带来了前所未有的影响,数字营销逐渐成为学术界与实践界关注的前沿焦点。然而,在研究文献数量急剧增长的同时,相关研究主题却依然十分零散。本研究基于ADO框架,从互动视角对693篇相关文献进行了系统梳理,开发了以“互动前因—互动过程—互动结果”为主线的数字营销整合框架,进一步深入剖析了现有研究在人工智能悖论、个性化-隐私悖论、数字技术对于顾客行为影响、数字营销绩效度量方式、数字营销互动理论模型等方面存在的主要问题,并识别出未来的重点研究方向,以期对数字营销相关理论研究和实践探索提供有益参考。Disruptive information technologies such as artificial intelligence,blockchain,big data,cloud computing have exerted unprecedented impacts on marketing,with digital marketing gradually becoming a cutting-edge focus of both academic and practical circles.Interaction plays a crucial role in digital marketing.From a practical perspective,the interactive relationships and methods among marketing participants are undergoing fundamental changes;from a theoretical standpoint,interaction appears more and more frequently in high-level marketing research.However,existing studies rarely provide a systematic review of the field of digital marketing from an interactional perspective,and while the number of literatures has grown rapidly,the related research topics remain quite fragmented.To address this,this study,based on the Web of Science database and CNKI database,systematically reviews and analyzes 563 high-quality English literatures and 130 high-quality Chinese literatures from an interactional perspective,developing an integrated digital marketing framework(ADO framework)centered on“interaction antecedents-interaction process-interaction outcomes,”and elucidates the research content of each part of the framework.Firstly,this paper identifies three categories of antecedents affecting digital marketing interaction:technological antecedents,corporate antecedents,and customer antecedents.The results indicate that with the reconstruction of the underlying base of digital marketing technology,changes in digital marketing strategies and customer psychological cognition will have a significant impact on digital marketing interactions.Furthermore,this paper identifies three major interaction mechanisms in the field of digital marketing:enterprise-customer interaction,customer-customer interaction,and enterprise-enterprise interaction,and compares and analyzes in detail the differences among these three interaction mechanisms.It is found that enterprises mainly interact with customers through online websites,online conversat

关 键 词：数字营销 互动视角 文献综述 ADO框架 

分 类 号：F713.50[经济管理—市场营销]