基于购物体验溢出和渠道互惠的多渠道零售商忠诚形成机理研究

Multichannel retailing has become generally accepted business model by retail industry. Compared with the single-channel environment, multichannel retailer loyalty is influenced by both offline channels and online channels, so its formation mechanism is more complex. This study explores the formation mechanism of multichannel retailer loyalty based on customer experience spillover and channel reciprocity. First of all, this study tests and verifies three processes which include "shopping experience-trust-retailer loyalty", "shopping experience spillover effect" and "offline channel-online channel reciprocity influence", and compares the formation mechanism difference under different cross-channel purchase behavior patterns. Secondly, this study analyzes occurrence conditions and intensity of customer experience spillover and channel reciprocity, and compares significant characteristics of multichannel retailer loyalty in different market segments. Thirdly, this study analyzes the interaction effects between customer experience spillover and channel reciprocity. Finally, this study proposes multichannel management strategy based on orderly guided cross-channel shopping behavior and retail formats through case studies. The significance of this study is that: ① extending research content of retailer loyalty from the view of cross-channel shopping behavior, and explaining the "antinomy" in previous studies; ② providing an important supplement for customer experience theory in the field of multichannel retailing; ③ providing a theoretical support for retailers to develop multichannel management strategy and deploy marketing resources.

多渠道零售已经成为零售业普遍采纳的商业模式。与单渠道环境相比，多渠道零售商忠诚受到线下渠道和线上渠道的双重影响，形成机理更为复杂。本研究探索基于购物体验溢出和渠道互惠的多渠道零售商忠诚形成机理：首先，验证"购物体验-信任-零售商忠诚"、"购物体验溢出"和"线下渠道-线上渠道互惠影响"三个作用过程，并比较不同跨渠道购买行为模式下多渠道零售商忠诚形成机理的差异；其次，分析购物体验溢出、渠道互惠的发生条件和作用强度，比较不同细分市场下多渠道零售商忠诚的显著性特征；第三，分析购物体验溢出、渠道互惠的交互效应；最后，通过案例研究提出基于跨渠道购物行为有序引导和零售业态的多渠道管理策略。本研究的意义在于：①从跨渠道购买行为的角度延伸了零售商忠诚在多渠道领域的研究内容，并解释此前研究中出现的"悖论"；②对顾客体验理论提供了多渠道零售领域的重要补充；③为零售商制定多渠道管理策略和配置营销资源提供理论支持。

本研究探索基于购物体验溢出和渠道互惠的多渠道零售商忠诚形成机理：首先，验证“购物体验-信任-零售商忠诚”、“购物体验溢出”和“线下渠道-线上渠道互惠影响”三个作用过程，并比较不同跨渠道购买行为模式下多渠道零售商忠诚形成机理的差异。渠道整合包括渠道可达性整合、信息整合和服务整合三个构成维度。渠道互惠包括信任转移、形象转移和决策参考三个反映维度。采用偏最小二乘法（PLS）方法探讨了渠道整合对渠道互惠的作用机制。研究结果表明：渠道整合对渠道互惠不仅有直接作用，而且通过线上/线下信任间接影响着渠道互惠，即渠道整合水平越高，渠道间的互惠效应就越明显。渠道整合水平的提高会带动顾客信任水平的提高，而顾客信任水平的提高又能够加强渠道间的互惠效应。在全渠道零售情境下，基于消费者体验理论和消费者行为理论构建了全渠道零售体验概念模型，从消费者体验视角引入个体间相似度和个体坚定性，基于元胞自动机理论和传染病SIR模型建立了全渠道零售体验信息传播元胞自动机仿真模型，提出了全渠道零售体验信息传播演化算法，用于探究全渠道零售体验信息传播的演化特征和演化趋势。