零供冲突中产品下架对双方品牌绩效的影响研究——消费者视角

摘要/Abstract

摘要： 现有文献忽视了零售商与供应商冲突（简称零供冲突）中产品下架所导致的双方的无形损失。本文采用实验法模拟零供冲突情境，基于心理抗拒、情绪信息等理论，研究了消费者在店铺/品牌忠诚以及负面情绪影响下应对冲突下架的反应，以及最终对零供双方品牌绩效的影响。研究结果表明：无论负面情绪高低，当消费者对供应商的品牌忠诚度高（低）于其对零售商的店铺忠诚度时，消费者更倾向于采取店铺（品牌）转换行为应对冲突下架，零售商（供应商）受到的损失更大；当供应商与零售商的顾客忠诚度均高（低）时，消费者应对冲突下架的行为因负面情绪的高低而有所不同：负面情绪较高时，对零供双方忠诚度均高（低）的消费者更倾向于选择取消购买行为，双方损失均大，而负面情绪较低时，对零供双方忠诚度均高（低）的消费者更倾向于选择延迟购买（店铺转换）行为，零售商损失更大。此外，消费者的负面情绪越大（小），品牌转换、店铺转换、取消购买对零供双方品牌绩效的影响被增强（减弱）。研究较为全面地回答了“零供冲突谁更受损”问题，对零供双方是否应该挑起冲突提供了管理启示。

关键词: 冲突下架, 消费者忠诚, 负面情绪, 转换行为, 品牌绩效

Abstract: The existing literature ignores the intangible loss of conflict delistings. Based on the theory of psychological resistance and information processing theory of emotion, through experiment methods, this paper explores the consumers' reaction to conflict delistings under the influence of customer loyalty and negative emotions, and the impact of conflict delistings on the brand performance of both supplier and retailer. The results show that no matter how high or low the negative emotions are, when the brand loyalty of the supplier is higher (or lower) than that of the retailer, the consumer is more inclined to switch the store (or brand) to deal with the conflict delistings, and the retailer (or supplier) suffers more losses. When both supplier and retailer have high (or low) customer loyalty, consumers' behavior to deal with conflict delistings varies with the level of negative emotions:when negative emotions are high, consumers who have high (or low) loyalty to suppliers and retailers are more inclined to cancel the purchase, resulting in large losses for both parties. When negative emotions are low, consumers who have high (or low) loyalty to suppliers and retailers are more inclined to delay the purchase (or store switching), resulting in greater losses for retailers. In addition, the greater the negative emotion of consumers, the stronger the influence of brand switching, store switching and purchase cancellation on brand performance. The study provides a more comprehensive answer to the question of "who is more vulnerable during conflict delistings", and provides management inspiration on whether the two parties should provoke a conflict.

Key words: conflict delistings, customer loyalty, negative emotion, switching intention, brand performance

邓广宽, 张剑渝. 零供冲突中产品下架对双方品牌绩效的影响研究——消费者视角[J]. 管理评论, 2021, 33(12): 187-199.

Deng Guangkuan, Zhang Jianyu. The Impact of Conflict Delistings on Brand Performance: Customer-based Perspective[J]. Management Review, 2021, 33(12): 187-199.

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