餐饮业资源禀赋对顾客多忠诚与新店铺寻求融合行为的影响——注意力与厌腻的中介作用

管理评论 ›› 2023, Vol. 35 ›› Issue (11): 217-229.

餐饮业资源禀赋对顾客多忠诚与新店铺寻求融合行为的影响——注意力与厌腻的中介作用

张燚¹, 吴珊珊², 刘进平³, 张锐⁴

1. 西南政法大学新闻传播学院/成渝地区双城经济圈发展传播研究院, 重庆 401120;
2. 西南政法大学商学院, 重庆 401120;
3. 西南政法大学科研处, 重庆 401120;
4. 重庆文理学院品牌科学研究所, 重庆 402160

收稿日期:2021-10-14 出版日期:2023-11-28 发布日期:2023-12-27
通讯作者: 刘进平(通讯作者),西南政法大学科研处副研究员。
作者简介:张燚,西南政法大学新闻传播学院教授,成渝地区双城经济圈发展传播研究院研究员,博士生导师,博士;吴珊珊,西南政法大学商学院硕士研究生;张锐,重庆文理学院品牌科学研究所所长,教授,博士。
基金资助:
重庆市自然科学基金项目（CSTB2022NSCQ-MSX0306）；教育部人文社会科学研究项目（19YJCZH103）。

The Influence of Resource Endowment of Catering Industry on the Restaurant Customer's Fusion Behaviors of Multi-loyalty and New-restaurant-seeking: The Mediation of Awareness and Satiety

Zhang Yi¹, Wu Shanshan², Liu Jinping³, Zhang Rui⁴

1. School of Journalism & Communication, Development Communication Research Institute of Chengdu-Chongqing Twin-City Economic Circle, Southwest University of Political Science & Law, Chongqing 401120;
2. Business School, Southwest University of Political Science & Law, Chongqing 401120;
3. Scientific Research Office, Southwest University of Political Science & Law, Chongqing 401120;
4. Institute of Brand Sciences, Chongqing University of Arts and Sciences, Chongqing 402160

Received:2021-10-14 Online:2023-11-28 Published:2023-12-27

摘要/Abstract

摘要： 在餐饮业中，绝大多数顾客存在多忠诚店铺间歇性重复消费与持续性新店铺寻求融合的长期消费行为。本文引入注意力和厌腻作为中介变量，实证探讨融合行为产生的影响因素及其心理机制。结果显示，餐饮业所具有的分类多、替代者吸引力大、转换成本低等资源禀赋作为前因变量，显著提高了餐饮顾客对同一或同类店铺重复消费次数的注意力，从而显著加快厌腻感的产生，促使融合行为（包括多忠诚店铺间的转换行为和新店铺寻求行为）显著增强；同时注意力与融合行为还受到探索倾向和消费频率的显著正向影响。本研究构建了新的多样化寻求测量维度（即多忠诚店铺间的转换行为和新店铺寻求行为），验证了注意力与厌腻在资源禀赋与融合行为之间的中介效应，建立了多忠诚与多样化寻求的内在联系，揭示了融合行为产生的心理根源。

关键词: 顾客多忠诚, 新店铺寻求, 融合行为, 资源禀赋

Abstract: In the catering industry, the vast majority of customers have the long-term consumption behavior of intermittent repeated consumption in multi-loyal restaurants and continuous new-restaurant-seeking. This study introduces awareness and satiety as mediating variables to explore the influencing factors and psychological mechanisms of the fusion behavior. The results show that the resource endowment of catering industry, as evidenced by wide variety, great attractiveness of substitutes, low conversion cost and so on, can significantly raise catering customers' awareness of the repeated consumption times in the same or similar stores. Such awareness will soon make them feel sated and willing to adopt fusion behaviors (including switch among loyal stores and seeking new stores). At the same time, such awareness and fusion behaviors are significantly and positively affected by exploration tendency and consumption frequency. From the perspective of multi-loyalty store switching and new store seeking, this study establishes a new dimension of variety seeking, verifies the mediating effect of awareness and satiety between resource endowment and the fusion behaviors, establishes the internal relationship between multi-loyalty and variety seeking, and reveals the psychologic root of customers' fusion behaviors.

Key words: customer multi-loyalty, new-restaurant-seeking, fusion behaviors, resource endowment

张燚, 吴珊珊, 刘进平, 张锐. 餐饮业资源禀赋对顾客多忠诚与新店铺寻求融合行为的影响——注意力与厌腻的中介作用[J]. 管理评论, 2023, 35(11): 217-229.

Zhang Yi, Wu Shanshan, Liu Jinping, Zhang Rui. The Influence of Resource Endowment of Catering Industry on the Restaurant Customer's Fusion Behaviors of Multi-loyalty and New-restaurant-seeking: The Mediation of Awareness and Satiety[J]. Management Review, 2023, 35(11): 217-229.

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