摘要
基于服务主导逻辑视角,可构建全渠道零售体验价值共创行为及其影响因素和驱动机制的理论模型。根据多渠道消费者的调查分析发现,服务质量和服务互动通过共创服务产品、共创体验环境、共创服务互动等具体维度对全渠道零售体验价值共创行为产生直接作用,进而对总体全渠道零售体验价值共创行为产生间接影响。其中,线下服务质量和线上服务质量对共创服务产品有积极影响,线下服务质量对共创体验环境和共创服务互动有积极影响;人际互动对共创服务产品、共创体验环境和共创服务互动有积极影响,人机互动对共创服务产品有积极影响,但人机互动对共创体验环境和共创服务互动的影响不显著;共创服务产品、共创体验环境和共创服务互动对总体全渠道零售体验价值共创行为有积极影响。此外,资源整合和顾客参与在全渠道零售体验价值共创行为具体维度与总体全渠道零售体验价值共创行为之间有一定正向调节作用。全渠道零售企业应从服务产品、服务互动、体验环境三个层面提升零售体验价值共创行为,促进线下线上渠道服务质量的均衡发展和有效整合,提高与顾客之间的人际互动和人机互动水平,重视零售体验价值共创中的资源整合和顾客参与。
Based on the service- dominant logic perspective,the author constructs the theoretical model about the influencing factors and driving mechanism of omni-channel retail experience value co-creation behavior. According to the survey and analysis of multi-channel consumers,the atuhor finds that service quality and service interaction have a direct impact on the specific dimensions of omni-channel retail experience value co-creation behavior,and thus indirectly affect the overall omnichannel retail experience value co- creation behavior. Among them,offline service quality and online service quality have a positive impact on co-creation service products;offline service quality has a positive impact on co- creation experience environment and co-creation service interaction;interpersonal interaction has a positive impact on co-creating service products, co-creating experience environment and co-creating service interactions;human-machine interaction has a positive impact on co-creation service products,while human-machine interaction has no impact on co-creation experience environment and cocreation service interaction;and co-creation service products,co- creation experience environment and co- creation service interaction have a positive impact on the overall omni-channel retail experience value co-creation behavior. In addition,resource integration and customer participation have a positive moderating effect between the dimensions of omni-channel retail experience value co-creation behavior and the overall omni-channel retail experience value co-creation behavior. Omni-channel retail enterprises should improve their retail experience value co-creation behavior from such three levels as service product, service interaction,and experience environment,promote the balanced development of online and offline channel service quality and the effective integration of that,improve the level of interaction among customers and the interaction between human and machine,and pay more attention to resources integration and customer p
作者
课题组
沈鹏熠
万德敏
Task Group(East China Jiaotong University,Nanchang,Jiangxi 330137,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第7期10-21,共12页
China Business and Market
基金
江西省社会科学规划项目“基于服务主导逻辑的多渠道零售体验价值共创行为研究”(17GL12)
江西省自然科学基金项目“多渠道零售服务质量的结构、形成及对在线顾客忠诚的影响研究:线上与线下的视角”(20171BAA208007)
江西省研究生创新专项资金项目“新零售情境中价值共创的机理和策略研究——基于服务主导逻辑的视角”(YC2018-S255)
关键词
全渠道零售
价值共创
服务质量
服务互动
资源整合
顾客参与
omni-channel retail
value co-creation
service quality
service interaction
resource integration
customerparticipation
