新零售渠道整合、物流服务能力与消费者粘性  

New Retail Channel Integration,Logistics Service Capability and Consumer Stickiness

作　　者：孙孝文 张瑞 SUN Xiao-wen;ZHANG Rui(School of Economics and Management,Southwest Petroleum University,Chengdu 610500,China)

机构地区：[1]西南石油大学经济管理学院,四川成都610500

出　　处：《广州城市职业学院学报》2025年第1期84-89,共6页Journal Of Guangzhou City Polytechnic

基　　金：全国大学生创新创业训练计划项目“数字经济时代乡村振兴‘1+1+N’创新模式研究分析”(编号:202310615076)。

摘　　要：随着新零售模式的兴起,线上线下渠道整合已成为提升零售效率和消费者体验的关键。然而,这一整合过程对物流服务质量提出了更高要求。基于此,在考虑物流服务能力(物流服务时效性、物流服务可靠性、物流服务差异性)的中介效应的背景下,通过实证分析探究新零售渠道整合与消费者粘性的相关性,研究发现新零售渠道整合、物流服务能力对消费者粘性呈现显著性正向影响,物流服务时效性与可靠性在新零售渠道整合促进消费者粘性提高过程中存在中介机制。据此,新零售企业应加快O2O渠道整合进程,通过优化物流服务提升顾客忠诚度和企业竞争力。With the rise of new retail models,the integration of online and offline channels has become crucial for enhancing retail efficiency and improving the consumer experience.However,this integration process imposes higher demands on the quality of logistics services.This paper examines the relationship between new retail channel integration and consumer stickiness through empirical analysis,considering the mediating effect of logistics service capabilities(including logistics service timeliness,reliability,and differentiation).The findings reveal that both new retail channel integration and logistics service capabilities have a significant positive impact on consumer stickiness.Additionally,logistics service timeliness and reliability play a mediating role in enhancing consumer stickiness through new retail channel integration.Based on these findings,new retail enterprises should expedite the integration of O2O channels and enhance customer loyalty and corporate competitiveness by optimizing logistics services.

关 键 词：新零售渠道整合 物流服务能力 消费者粘性 

分 类 号：F713.32[经济管理—产业经济]