顾客多忠诚与新店铺寻求融合行为的

摘要/Abstract

摘要： 尽管现实生活中多数餐饮顾客存在多忠诚与新店铺寻求的融合行为，但已有文献大多将顾客多忠诚与多样化寻求作为两种独立的行为进行研究，很少关注融合行为现象。本文借鉴人口迁移的PPM模型，试图建构并验证融合行为产生的驱动因素统合模型。结果显示，与融合行为的直接效应模型相比，“推力-拉力-系泊”效应模型具有更好的拟合优度；由店铺分类多、替代者吸引力大和转换成本低等资源禀赋构成的拉力效应，对融合行为具有显著的正向影响；由高探索倾向、低财务约束感和低健康理念等个体特征构成的系泊效应，不仅对融合行为具有显著的正向影响，而且对推力、拉力与融合行为的路径关系也具有显著的正向调节；在所有因素中，系泊效应对融合行为的促进作用最大，其次是拉力效应，推力效应的影响不显著。本研究建构了顾客多忠诚与新店铺寻求融合行为产生的“推力-拉力-系泊”效应模型，验证了PPM模型的适用性，实证了各因素的作用机制和作用大小，为餐饮顾客融合行为产生的驱动因素及个体差异提供了统一框架和系统解释。

关键词: 顾客多忠诚, 新店铺寻求, 多样化寻求, 融合行为, PPM模型

Abstract: Although in real life, most catering customers have the fusion behavior of multi-loyalty and new restaurant seeking, most of the existing literatures regard customer multi-loyalty and variety seeking as two independent behaviors, and pay little attention to the phenomenon of the fusion behavior. Based on the PPM model of population migration, this study attempts to construct and verify the integrated model of driving factors of fusion behavior. The results show that, compared with the direct effect model of fusion behavior, PPM model has a better goodness of fit; the pull factors composed of multiple categories of stores, high attractiveness of substitutes and low switching cost have a significant positive impact on fusion behavior; the mooring factors composed of individual characteristics such as high exploration tendency, low sense of financial constraint and low health concept have a significant positive impact on fusion behavior. Among all the factors, the mooring effect is the most important, followed by the pull effect, and the push effect has no influence. This study constructs the “push-pull-mooring” effect model of catering customer fusion behavior, verifies the applicability of PPM model, and demonstrates the action mechanism and action size of various factors. It provides a unified framework and systematic explanation for the driving factors and individual differences of catering customer fusion behavior.

Key words: customer multi-loyalty, new restaurant seeking, variety seeking, fusion behavior, PPM model

张燚, 吴珊珊, 刘进平, 张锐. 顾客多忠诚与新店铺寻求融合行为的"推力-拉力-系泊"效应研究[J]. 管理评论, 2023, 35(4): 187-202.

Zhang Yi, Wu Shanshan, Liu Jinping, Zhang Rui. “Push-Pull-Mooring” Effects of the Fusion Behavior of Customer Multi-loyalty and New Restaurant Seeking[J]. Management Review, 2023, 35(4): 187-202.

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顾客多忠诚与新店铺寻求融合行为的"推力-拉力-系泊"效应研究

“Push-Pull-Mooring” Effects of the Fusion Behavior of Customer Multi-loyalty and New Restaurant Seeking

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