基于消费者心理距离和感知价值视角的触点竞争逻辑建构  

The Logical Construction of Touchpoint Competition Based on the Perspective of Consumer Psychological Distance and Perceived Value

作　　者：刘向东[1] 安婷 LIU Xiangdong;AN Ting(Renmin University of China,Beijing,China)

机构地区：[1]中国人民大学商学院

出　　处：《管理学报》2024年第6期886-896,共11页Chinese Journal of Management

基　　金：国家社会科学基金资助项目(18BJY176)。

摘　　要：通过分析消费者的触点消费行为,探究触点竞争的内在机制。在深化“触点”概念的基础上聚焦移动端交易触点,延续门店竞争、渠道竞争的理论逻辑,类比推知触点与消费者的心理距离差异是触点竞争的核心,借助刺激-机体-反应模型(促销力度-感知价值-决策效率)验证这一推测。基于真实交易数据和实验数据进行递进的实证检验,研究表明:促销力度能显著提升消费者的决策效率,且感知价值在其中起中介作用;消费者与触点的心理距离负向调节促销效果,具体来说是负向调节感知价值对决策效率的影响,即短心理距离触点能够提高促销的边际收益。This study aims to explore the inherent mechanism of touchpoint competition by analyzing consumers’touchpoint consumption behavior.After deepening the concept of“touchpoints”,we focus on mobile transaction touchpoints,extend the theoretical logic of store competition and channel competition,and suppose that the core of touchpoint competition lies in the difference in the psychological distance between touchpoints and consumers,and this hypothesis is tested using the stimulus-organism-response model(promotion intensity-perceived value-decision efficiency).Through progressive empirical tests based on real transaction data and experimental data,the results indicate that promotion intensity significantly enhances consumers’decision efficiency,with perceived value playing an intermediate role.The psychological distance between consumers and touchpoints negatively moderates the promotional effects.Specifically,it negatively moderates the impact of perceived value on decision efficiency,meaning that touchpoints with a shorter psychological distance can increase the marginal benefits of promotions.

关 键 词：触点竞争 心理距离 感知价值 促销力度 决策效率 

分 类 号：C93[经济管理—管理学]