多渠道零售视角下的互动解析

信息化发展要求零售商拓展销售渠道。当前,直复渠道、网络渠道、移动渠道以及实体渠道等交叉融合形成多零售体系。多渠道零售使消费者具有更多消费选择权。互动是多渠道零售环境下零售商与消费者沟通交流的必要方式。零售商通过有效互动维持、稳定顾客关系,确保消费者对本企业的忠诚。互动促使消费者做出渠道选择。消费者通过互动寻求边际成本与边际收益的最佳结合点,选择最为符合自身意愿或消费效果最优化的购买渠道。     

多渠道零售视角下的互动解析

信息化发展要求零售商拓展销售渠道。当前,直复渠道、网络渠道、移动渠道以及实体渠道等交叉融合形成多零售体系。多渠道零售使消费者具有更多消费选择权。互动是多渠道零售环境下零售商与消费者沟通交流的必要方式。零售商通过有效互动维持、稳定顾客关系,确保消费者对本企业的忠诚。互动促使消费者做出渠道选择。消费者通过互动寻求边际成本与边际收益的最佳结合点,选择最为符合自身意愿或消费效果最优化的购买渠道。     

消费者介入对跨渠道购买意愿的影响机理探查

随着电子商务和网上零售市场的发展,消费者一改原有单一渠道购买方式,倾向于采取实体店、网上以及移动终端相结合的跨渠道购买方式。从本质而言,消费者不同渠道的购买方式是渠道选择的差异。对消费者跨渠道购买进行研究,不仅是适应新经济发展形式的要求,而且是为企业在多渠道环境下维护顾客忠诚、制定合理的渠道营销策略、开展线上线下业务提供合理化建议。本研究在界定消费者介入与跨渠道购买内涵的基础上,对消费者介入对跨渠道购买意愿影响机理进行研究,并初步建立了影响机理理论的模型。     

零售商双渠道模式与全渠道模式的对比分析 ——基于消费者渠道偏好

高新技术的发展,带动传统零售行业的快速转型,零售业态由传统的线下渠道拓展出线上渠道,零售商逐渐融合多渠道零售.随着零售渠道的不断融合,全渠道零售应运而生,在全渠道零售的发展过程中,市场需求引导零售商不断探索新的渠道融合模式,无论何种模式,消费者都扮演着重要的角色.为探究消费者偏好对全渠道零售模式的影响,构建双渠道零售模...     

基于智慧物流体系的全渠道零售演进路径分析

零售企业从单渠道、多渠道、跨渠道逐渐优化为全渠道零售模式,在此环境中,企业优化全渠道零售演进路径,能够增加消费者的认可度、提升零售企业经济效益.结合智慧物流体系优势,提出基于智慧物流体系的全渠道零售演进路径优化方法,旨在全渠道零售商在全渠道零售过程中实现名誉、利益双丰收.该方法主要在基于全渠道零售的智慧物流体系中,使用...     

研究型购买者消费渠道转换模型研究

多渠道环境下,消费者试图通过增加信息搜索渠道数量,最终选择最为拟合自身需求的购买渠道。消费者特别是研究型购买者在产品既定的情况下会根据自身对消费渠道的感知价值决策是否采取渠道转换行为。本文通过文献回顾,提出感知价值的维度,并以其为自变量,根据期望效用理论设计研究型购买者的渠道转换模型,以及多渠道零售环境下的渠道策略。     

多渠道零售商线上线下营销协同研究——以苏宁为例

结合了实体门店与在线商店的多渠道零售模式已经成为全球零售业发展的趋势,但多渠道零售商线上线下协同效应与稀释效应并存,如何通过营销协同实现渠道整合成为零售领域研究的热点问题。本文以苏宁为研究对象,采用规范的案例研究方法对其营销协同策略、影响决策的关键因素以及营销协同绩效进行了深入分析。在案例研究的基础上,以渠道区隔与融合为基准构建了渠道分离、渠道协同、渠道融合、渠道并行四种类型的营销协同战略导向,并以案例分析得出的六个影响因素（消费者特性、成本因素、生命周期、竞争强度、互补性、规模经济）作为自变量,以企业自身因素与外部环境因素作为调节变量,以营销协同绩效作为因变量,构建了线上线下营销协同的理论框架。最后,文章为多渠道零售商的经营管理提供了可操作性建议。     

消费者线上线下渠道迁移影响因素及机制北大核心CSSCI

近年来,随着网络购物的兴起和实体经营的日益惨淡,为更好地满足消费者对灵活性的需求,众多传统零售商纷纷试水线上交易,大力推广O2O模式,我国多渠道零售革命来临。多渠道零售革命背景下,对零售商而言,为更好地应对竞争和挑战,一定要深刻理解消费者线上线下渠道迁移的各类影响因素和作用机制。从推拉理论的推力、拉力、锚定角度明确感知风险、渠道吸引力、网络使用经验、主观规范、宅的生活方式、消费者创新性等消费者迁移影响因素,并对迁移行为影响机制进行实证分析发现,宅的生活方式、消费者创新性和网络使用经验正在推动消费者越来越多地从线下转移到线上购物;主观规范和渠道吸引力能够促使消费者进行线上线下渠道迁移;感知风险会抑制消费者从线下渠道迁移到线上渠道。因此,为更好地适应零售业态变革,构建自身未来竞争优势,零售企业必须根据消费者购物习惯的变化来调整经营方式与策略。具体来讲,一是要根据消费者生活方式的变化调整店铺零售策略;二是要融入娱乐元素,增强渠道吸引力;三是要突出商场经营主题,增强消费者体验乐趣;四是要在实体店增加体验性产品以吸引顾客,对于消费者感知风险较低的一般搜索性产品更是如此;五是要通过社群营销构建消费者主观规范。     

多渠道环境下的消费者跨渠道搭便车行为分析

电子商务的发展使得供应链下游的零售商与消费者环节发生了巨大的改变。为了不失一般性,多渠道消费者行为可以划分为渠道内部保留、渠道内部转换、跨渠道保留及跨渠道搭便车四种类型。其中,跨渠道搭便车涵盖了四类消费者的购买决策过程,呈现出新路径、新特点。     

全渠道零售：演化、过程与实施

近年来,传统零售企业业绩持续下滑,迫使其重新思考并创新现有零售渠道模式,全渠道零售受到理论界及企业界越来越多的关注,但很少有学者对全渠道零售行为过程进行全面而深入的剖析。梳理零售渠道演化过程可以发现,全渠道零售是零售渠道从单渠道、多渠道向跨渠道发展演化的高级阶段,零售企业的零售过程可分布于不同的零售渠道类型中,且多个渠道的零售过程可以任意相互整合,最后构成消费者完整的全渠道零售购买过程。在全渠道零售中,消费者在购买过程的每个阶段都面临着多种类型的渠道选择,其排列组合非常复杂,以消费者为中心的全渠道零售的实施可以更好地契合新的消费行为,为消费者带来更高的体验价值。为更好地实施全渠道零售,全渠道零售企业可基于全渠道零售过程的各个阶段,从全渠道信息传递、全渠道订单管理、全渠道支付、全渠道物流配送、全渠道服务以及全渠道数字客户关系管理等方面入手加以改进和完善。     

Antecedents and consequences of cross-effects: An empirical analysis of omni-coupons

As the modern retail industry evolves from multi-channel to seamless omni-channel retailing, retailers are increasingly adopting omni-channel strategies, such as the usage of omni-coupons. A consumer may obtain an omni-coupon from a digital (catalog) channel and purchase either online or via the telephone channel. Past studies have not examined such cross-channel effects at the purchase incidence level. Using customer transaction data from an omni-channel retailer, we investigate the key drivers of cross-effects, and the impact of such cross-effects on two consumer purchase outcomes (purchase value and cross-buying). We specifically study two types of cross-effects, a) catalog-to-online and b) digital-to-telephone, and find that the effect of time variables and individual characteristics on them is asymmetric. We also show that the impact of such cross-effects on purchase outcomes depends on whether the omni-coupon was sourced digitally or from a catalog. Retailers aiming to increase cross-buying should prioritize catalog coupons, while those aiming to increase purchase value should prioritize digital coupons.     

制造商渠道多元化与跨渠道冲突：企业规模和跨渠道整合的调节作用

互联网技术和电子商务的发展为企业采用多渠道销售产品提供了有力的支持。采用不同类型的渠道销售产品成为企业塑造竞争力的重要途径，但同时也对企业对多渠道进行管理带来了挑战。文章基于多渠道相关研究，探讨企业渠道多元化对跨渠道冲突的影响，以及企业规模、跨渠道整合对上述关系的调节效应。以185家制造企业为对象，通过问卷调查收集数据，运用多元层次回归对研究假设进行检验。研究结果表明，企业的渠道多元化会激化跨渠道冲突；企业规模正向调节渠道多元化与跨渠道冲突之间的关系；跨渠道整合负向调节渠道多元化与跨渠道冲突之间的关系。     

Online service failure and propensity to suspend offline consumption

Many retailers have expanded their businesses by adding Internet sales channels. There are many advantages of such multi-channel business operation, however, these may be offset by an overlooked negative consequence of cross-channel shopper activity – poor service online may lead customers to suspend consumption in a company's offline channels. Support is found for this proposition, and an investigation into the influence of purchaser characteristics and purchase criticality on propensity to engage in such behavior is conducted. The study makes contributions to understanding cross-channel customer behavior and developing implications for future research as well as management practice.     

Mobile payment and online to offline retail business models

Mobile payments are services that use mobile devices to make payments. When digitalization moves across channel boundaries, online to offline channel retail will expand. Online to offline retailing will become the future retail owner stream and retail operators will move from cross-channel or multi-channel to omni-channel. This study investigates a market survey in Taiwan developing a data mining analytics including clustering analysis and association rules based on a snowflake schema database design. The role of mobile payment is determined in terms of new retail payment mechanism that promotes a better consumer purchase experience in an online to offline business environment.     

The strategic drivers of drop-shipping and retail store sales for seasonal products

Retailers that sell seasonal products face significant challenges when planning inventory assortment. The incorporation of drop-shipping into their operations, wherein suppliers own and ship products directly to consumers at retailers’ requests, has only complicated these challenges. This study investigates multichannel assortment planning of retailers that sell seasonal products. We first capture structural properties of multichannel retailing of seasonal products through a simple and parsimonious analytical model. The analytical model uncovers key seasonal product attributes that make it more attractive for retailers to allocate a product for sale in the drop-shipping channel than in the store channel. We then empirically assess the findings of the analytical model. Using a rich and unique dataset from the fashion retail industry, we test relationships between product attributes and retailers’ channel choice. The application of a generalized linear latent and mixed model controls for selection bias by jointly estimating retailers’ likelihood of allocating a product’s inventory to the drop-shipping channel and the allocated volume in each channel according to the product’s characteristics. The empirical findings suggest that retailers are less likely to drop-ship products that are colored, irregularly sized, and offered in more style variants. They also unveil cross-channel effects in terms of inventory amounts allocated for sale in each channel according to those characteristics. Our analytical and empirical assessments jointly demonstrate the complementary roles played by drop-shipping and store channels for seasonal products and offer important academic and practical implications.     

Consumer product search and purchase behaviour using various retail channels: the role of perceived retail usefulness

The purpose of this study was to examine the influences of consumers' perceptions of retail usefulness for product information search and their previous purchase satisfaction on their frequencies of product information search and product purchase behaviours for apparel products. These relationships were investigated in five retail settings – Internet shopping, catalogue shopping, television shopping, local retail shopping, and non‐local retail shopping. One hundred seventy‐six students in a US Midwestern university provided usable responses. The results of causal model analyses showed that the proposed model fits the data well for all five retail channels. Consumers who perceived a certain retail channel more useful for product information search searched for product information more frequently via that retail channel, and purchased products more often via that retail channel. Consumers who were more satisfied with apparel purchases from a retail channel purchased the products more frequently via that retail channel. Theoretical and managerial implications are discussed.     

Substitution or Promotion? The Impact of Price Discounts on Cross-Channel Sales of Digital Movies

Technology is transforming the marketing function in many ways, and this transformation is particularly apparent for information goods such as movies where digital technologies provide marketers with new distribution channels, which in turn create new opportunities for cross-channel effects. However, these digital channels also provide researchers with new opportunities to measure micro-level customer behavior to understand the impact of cross-channel effects in real-world settings.In this paper, we study cross-channel effects between movies sold in digital purchase (commonly known as Electronic Sell Through or EST) and digital rental (commonly known as Video-On-Demand or VOD) markets. We do this using a unique sales dataset from a major digital movie retailer provided by a major movie studio. Our analysis takes advantage of a 14-week field experiment that allows us to measure the impact of price discounts on own- and cross-channel sales. We use this experiment to estimate own and cross price elasticities, whether price discounts cannibalize future sales, and most importantly whether price discounts in one channel affect sales for the same product in a presumably competing channel.Our analysis indicates that digital movie consumers are highly sensitive to price promotions. However, we also find that, contrary to expectations, price promotions in a digital sales channel for a movie do not seem to cannibalize digital rentals. Indeed, our results suggest that, if anything, price promotions for digital movie sales can increase digital rentals. We explore a variety of explanations for this counterintuitive result, including the possibility that the ease of information transmission online through third-party websites, blogs, and online discussion areas may create information spillovers such that price discounts in one channel may increase product awareness in other competing sales channels. From a managerial perspective, our results suggest that cross-channel cannibalization can be reduced or even reversed in the presence of information spillovers, and that there are many new opportunities for marketers to directly measure these cross-channel effects using experimental data from online platforms.     

Understanding consumers’ paths to webrooming: A complexity approach

Webrooming (practice whereby products are researched online before making an offline purchase) has been recognized as a prevalent form of cross-channel shopping behavior. Grounded in complexity and configuration theories, this study examines how different causal conditions determine webrooming intention. Required data was obtained from a purposive sample through paper surveys, and was analyzed using fuzzy-set qualitative comparative analysis (fsQCA). The findings reveal three configurations in which different combinations of product, consumer, and channel factors may interact in different ways to explain high webrooming intention. Notably, product involvement was identified as the core condition in all configuration paths. This study enriches the theoretical foundations of webrooming behavior, and the findings yielded are expected to assist retailers in developing better-targeted strategies in dealing with this increasingly prevalent cross-channel behavior.