新顾客跨平台购买行为提高企业顾客保留的信任水平迁移机理

摘要/Abstract

摘要： 线上线下的互补性对新顾客保留有正向影响，但企业多平台渠道间同质竞争对新顾客保留是正向还是负向影响呢?对此，本文构建SMC模型和面板随机效应模型，基于企业多平台渠道新顾客消费数据展开实证研究。结果表明，与线下渠道同质竞争降低新顾客保留相反，新顾客跨平台购买行为可以提高企业顾客的总体保留率，且不会造成顾客从新平台渠道流失。同时，新顾客保留的中介作用可以提升新顾客价值，轻度顾客跨平台购买后保留率提高更多，重度顾客跨平台购买则可为企业带来更大顾客价值。基于实证结果，本文提出信任水平迁移解释研究结果机理，从线上线下信任水平迁移效率的非对称结构角度，对企业在多个平台开设同质店铺的普遍现象进行了理论阐述。本文研究将企业与顾客互动的顾客保留策略研究从静态视角转变为动态视角，推进了线上顾客跨平台渠道间的流动性研究。

关键词: 新顾客, 跨平台购买, 顾客保留, 多渠道, 信任

Abstract: Online and offline channels are complementary, and they positively affect new customer retention. As for online platforms, does the competition among them have a positive or negative impact on new customer retention? To this end, this paper constructs the SMC model and random-effects model, conducts empirical analysis based on a firm's new customers' multi-platform channel transaction data. The results show that, unlike competition among homogenous offline channels that reduce new customer retention, cross-platform purchase increases the overall retention rate and will not cause customers to churn from the new platform channel. Furthermore, as a mediator, customer retention increases new customers' value. After cross-platform purchasing, the retention rate of light customers increases more than that of heavy customers, while the latter could produce more value for the firm. Based on the empirical findings, this study puts forward the horizontal trust transfer to explain the underlining mechanism. From the perspective of the asymmetric structure of the horizontal trust transfer efficiency between online and offline context, it theorizes the general phenomenon that firms set up homogeneous stores on multiple online platforms. This study transforms the research on customer retention strategy from a static perspective to a dynamic one, and it promotes the research on the liquidity nature of online customers across platform channels.

Key words: new customer, cross-platform purchases, customer retention, multichannel, trust

王茜, 容哲, 谢康. 新顾客跨平台购买行为提高企业顾客保留的信任水平迁移机理[J]. 管理评论, 2021, 33(3): 146-158.

Wang Qian, Rong Zhe, Xie Kang. A Horizontal Trust Transfer Mechanism of the Improvment of New Customers' Cross Platform Purchase Behavior on Customer Retention[J]. Management Review, 2021, 33(3): 146-158.

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