全渠道整合如何影响顾客惠顾——基于零售商道德视角的实证研究  

How Does Omnichannel Integration Affect Customer Patronage:An Empirical Study Based on the Retailers'Ethics Perspective

作　　者：李阳 李欢 Li Yang;Li Huan

机构地区：[1]合肥工业大学管理学院,合肥230009

出　　处：《复印报刊资料（市场营销）》2023年第10期32-42,共11页

基　　金：国家自然科学基金青年项目(72002062);中央高校基本科研业务费专项资金资助项目(JZ2023HHCTB0277)。

摘　　要：全渠道零售环境下,零售商在为顾客提供无缝衔接的一致性体验的同时,也加剧了顾客对零售商道德问题的担忧。利用2019年全渠道消费者的调查数据,基于社会交换理论,从零售商道德视角出发,运用结构方程模型分析了全渠道整合对顾客惠顾的影响及其机理,并探讨了跨渠道购买经验的调节作用。结果表明:全渠道整合正向影响感知零售商道德,进而正向影响顾客惠顾;感知零售商道德在全渠道整合与顾客惠顾之间发挥完全中介作用;跨渠道购买经验不仅负向调节感知零售商道德与顾客惠顾之间的关系,还进一步负向调节感知零售商道德在全渠道整合与顾客惠顾之间的中介效应。因此,零售商应重视渠道间的信息一致、交易衔接、关系整合所产生的渠道协同效应,从零售商道德的七个维度出发提升自身道德水平,并基于顾客跨渠道购买经验细分顾客群体,提供差异化服务,进而促进顾客惠顾。In the context of omnichannel retailing,retailers provide customers with a seamless and consistent experience,which also aggravates customers'concerns about retailers'ethical issues.Based on the survey data of omnichannel customers in 2019,this study,from perspectives of social exchange theory and retailers'ethics,analyzes the influence of omnichannel integration on customer patronage and its mechanism and explores the moderating effect of cross-channel buying experience by using the structural equation model.The results indicate that omnichannel integration positively affects perceived retailers'ethics,and then positively affects customer patronage.Perceived retailers'ethics fully mediates the influence of omnichannel integration on customer patronage.Customers'cross-channel buying experience not only negatively moderates the relationship between perceived retailers'ethics and customer patronage,but also further negatively moderates the mediating effect of perceived retailers ethics in the relationship between omnichannel integration and customer patronage.Therefore,retailers should pay attention to the synergistic effect produced by information consistency,transaction connection,and relationship integration between channels,improve their ethical level in the seven dimensions,and provide differentiated services for segmented customer groups based on customers'cross-channel buying experience,so as to promote customer patronage.

关 键 词：全渠道整合 感知零售商道德 跨渠道购买经验 顾客惠顾 社会交换理论 

分 类 号：F274[经济管理—企业管理] F724.2[经济管理—国民经济]