直播电商服务失败与顾客流失:基于消费者思维认知方式和直播平台类型的调节  

Livestreaming E-Commerce Service Failure and Customer Churn:The Moderating Effect of Consumers'Cognitive Thinking Style and Platform Type

作　　者：彭宇泓 赵娜亨 PENG Yuhong;ZHAO Naheng(School of Economics and Management,Sounthwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《信息系统学报》2024年第2期56-68,共13页China Journal of Information Systems

摘　　要：本文基于归因理论,探究直播电商服务失败对顾客流失的影响以及消费者思维认知方式和直播平台类型的调节作用。研究结果表明:①相比于直播电商功能主导型服务失败,道德主导型服务失败更容易导致顾客流失。②消费者思维认知方式调节主效应,对于分析型思维消费者而言,道德型服务失败导致更大的顾客流失;对于整体型思维消费者而言,二者对顾客流失的影响没有显著差异。③直播平台类型调节主效应,对于电商型直播平台,功能主导型服务失败带来更大的顾客流失;对于社交型直播平台,道德主导型服务失败带来更大的顾客流失。研究结论为直播营销服务失败管理实践提供了重要的理论启示和实践指导。Based on the attribution theory,this study explores the impact of livestreaming commerce service failure on customer loss,as well as the moderating effect of consumers'thinking and cognition mode and the type of live streaming platform.The results show that:Compared with the failure of functional-oriented service of live e-commerce,the failure of moral-oriented service is more likely to lead to customer loss.@The main effect of consumers'cognitive mode of thinking is that for analytical consumers,ethical service failure leads to higher customer loss;for holistic thinking consumers,there is no significant difference in the impact of the two on customer loss.③The type of live broadcast platform regulates the main effect.For e-commerce live broadcast platforms,the failure of function-oriented services leads to greater customer loss;for social livestreaming platforms,the failure of ethics-oriented services leads to greater customer loss.The research conclusion provides important theoretical inspiration and practical guidance for the practice of live marketing service failure management.

关 键 词：直播商务 电商服务失败 思维认知方式 顾客流失 归因理论 

分 类 号：C939[经济管理—管理学]