顾客互动与渠道协同绩效的关系研究
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摘要
随着社会媒体应用在中国的爆炸式增长，消费者可以利用互联网技术和工具，在人群间分享信息和讨论问题，通过不断的交互和提炼能够有效地对某个主题达成共识，而且其影响速度、广度和深度是其他媒体所不能比拟的。另外，企业希望贴近客户，社交媒体迅速成为首要关注对象，社会媒体已成为顾客购买信息的主要来源以及企业与顾客保持沟通的重要信息渠道。
与此同时，随着互联网和移动互联终端的广泛应用，渠道的功能和内涵也在发生了变化，最突出的特点是网络不仅影响消费者的渠道使用方式，而且成为消费者信息的主要来源。渠道的内涵和功能正在发生分化，现在广义的渠道是指顾客与企业之间的接触点或者是与企业发生互动行为的中介媒体，而接触点（touchpoint）是品牌（或企业）与当前或潜在消费者发生联系过程中的一切沟通与互动的机会，是与消费者接触的所有可能性。接触点是营销沟通的基本单元，消费者是基于他们在接触点上的累积体验形成对企业或品牌的感知。越来越多的传统企业开始从单渠道营销向多渠道营销转型，通过两个或两个以上的渠道（包括分销渠道和信息渠道）向消费者提供信息、产品或服务。企业期望通过增加营销渠道来扩展与消费者的接触点，增加消费者的转移成本，从而有效降低消费者的流失率。因此，企业的渠道组合策略使得服务产品横跨多个渠道增加了消费者与零售商的服务接触点，而由此产生的渠道互补性使得最终消费者能够更方便、更广泛的获取服务产品，实现更大程度上的顾客满意和顾客保留。
从消费者的购买过程来看，可以简单的将顾客购买分为搜索和购买两个阶段，而每个阶段，对于顾客来说，面临对品牌和渠道两个维度的选择，消费者感知不同品牌的不同渠道的搜索属性（即“搜索吸引力”）和购买属性（即“购买吸引力”）不同，进而会影响每次消费者在搜索和购买阶段的不同选择。本研究以采用社会媒体平台作为信息渠道，并同时采用网络渠道和实体渠道的网络零售商为研究对象，并基于消费者在离线渠道搜索而在网络渠道购买的渠道迁移情境，对消费者采用同一品牌的两种渠道进行购买的情况进行分析，研究网络社会互动和线下互动对渠道协同绩效的影响机制，提出网络社会互动和网下互动分别从顾客心理距离和消费者渠道信息搭便车两条路径会影响顾客感知的渠道协同绩效。
经过数据调查和实证分析，本文验证了所提出的绝大部分假设，并得到以下结论：（1）网络信息搜索对顾客形成网站临场感，拉近顾客心理距离都有显著影响；（2）观察学习对顾客形成网站临场感不显著，但对拉近顾客心理距离有显著影响；（3）在线评论对顾客网站临场感有显著影响，而对心理距离影响不显著；（4）顾客先前的线下零售品牌形象对渠道信息搭便车行为有显著影响；（5）顾客心理距离和渠道信息搭便车对渠道协同绩效有显著影响；（6）消费者感知控制对信息搜索形成网站临场感有调节影响；（7）顾客品牌敏感对心理距离和渠道信息搭便车形成渠道协同绩效有调节作用；（8）顾客网络经验对信息搜索、观察学习、渠道信息搭便车形成渠道协同绩效有调节作用。
本研究也得到一些有益的管理启示：首先，在信息碎片化时代，企业不仅要注重媒介投放的多样化，更要注意到数字媒体上消费者沟通形式、内容的特殊性，尤其是在互联网上的品牌宣传更应该注重与消费者的互动沟通，维持企业的网络声誉。其次，企业网站是消费者接触和感受企业的重要窗口，电子服务网站的社会临场感的缺乏会通过阻碍顾客的信任，进而妨碍企业的成长，因此，企业需要整合网站设计技术和社交媒体技术，增强网络渠道的临场感效应。最后，整合企业的供应链管理，与合作伙伴建立价值网络，通过“购买、建立、租借”等形式，具体来说通过第三方采购、第四方后勤，形成第四方服务等方式，激发企业渠道的协同效益。
With social media applications in China's explosive growth, consumers can take advantage ofall kinds of internet technology and Apps to share information and discuss issues among thecrowd online, through continuous interaction and refining able to effectively reach aconsensus on a theme. Compared to any other media, the impact speed, breadth and depth ofsocial media is not in the same league. The companies hope to close to their customers, socialmedia is quickly becoming the object of primary concern, because social media has becomean important information channel of customers’ source of information to decide buying aswell as enterprises maintain communication with customers.
At the same time, along with the extensive application of the Internet and mobile Internetterminal, the function and connotation of channel is also undergoing changes, the mostprominent feature of the internet not only affect consumer how to use channels, but also hasbecome the main source of consumer information. The meaning and function of the channelsare differentiated, in a broadsense, channel is the touchpoint or the intermediary mediabetween the customer and the enterprise which customer interact with, the touchpoint is allopportunities for brand (or corporate) communicate and interact with current or potential theconsumers in the contact process,and all possibility of contact with consumers. Thetouchpoint is the basic unit of marketing communication mix, consumer based on theiraccumulated experience from touchpoint to form their perception of the business or brand.More and more traditional enterprise started transformation from a single-channel marketingro multi-channel marketing, to provide consumers with information, products or servicesthrough two or more channels (including distribution channels and information channels).Enterprises expect to expand by increasing marketing channels and consumer contact points,and increase the cost of consumer switch to other firms, thus effectively reducing the rate ofconsumers defection. Therefore, the channel mix strategy makes service offerings acrossmultiple channels to increase the service point of contact between consumers and retailers,the complementary channel made consumer be more convenient, more extensive access to services or products, thus can achieve a greater degree of customer satisfaction and customerretention.
From the consumer buying process, customer purchase can be simplely divided into twostages: search and purchase. At each stage, for the customer, faced with the choice from twodimensions of brand and channel which belong to different companies, consumer perceptionof different search properties(search attractive) and purchasing property(purchase attractive)towardr different brand, which will affect each time consumers search and purchase. In thispaper, we select the retailers which use social media platforms as information channels and atthe same time, own online channels and physical channels as distribution channels asresearch object, and explore when consumer search goods online and offline and purchaseonline finally, that is to say, we study the phenomenon the consumer migrate from offline toonline, study the mechanism online social interaction and offline interactive channels impacton channel coordination performance. Specifically, research online social interaction andoffline interaction through the mediation of customer psychological distance and consumerchannels information free-rider behavior affect customer’s perception of channelscoordination performance.
Data survey and empirical analysis verify the assumption of the vast majority of the proposed,and the following conclusions:(1) Online information search will stimulate customer’swebsite social presence, and significantly affected customer’s psychological distance;(2)Consumer’s observational learning impact on website social presence is not significant, butthe effect on customer psychological distance is significantly;(3) Customer online reviews ofwebsites impact on website social presence significantly, but the impaction on thepsychological distance is not significant;(4) customer’s prior offline brand image have asignificant impact on the channels information free-riding behavior;(5) Customer psychologydistance and channels information free-riding behavior significantly both impact on thechannel coordination performance;(6) Consumers perceived control moderate the path thatinformation search impact on website social presence;(7) Customer brand sensitive moderatethe path that psychological distance and channel information free-riding behavior impact on the channels coordination performance;(8) Customer internet experience moderate the paththat observational learning, information search, channel information free-riding behaviorimpact on channels coordination performance.
The research also get some useful managerial implications: First of all, in the era ofinformation fragmentation, companies must not only focus on the diversification of mediadelivery, but also pay more attention on the consumer digital media forms of communication,the particularity of the content, especially in the internet branding should be more focus oninteractive communication with the consumers and maintain the nice online reputation of theenterprise. Second, the corporate website is the important window for consumers to touch andfeel the enterprise, the lack of e-service website social presence will block the customers trust,and hinder the growth of the enterprise, therefore, enterprises need to integrate informationtechnology, website design and social media technology platform to enhance the socialpresence of online channels. Finally, the integration of the supply chain management, throughpurchase, establish, rent and other forms to build relationship with partners in the valuenetwork, specifically, purchased through a third party, serve by a fourth party logistics, and afourth-party service, etc., stimulate enterprise channels synergies.
与此同时，随着互联网和移动互联终端的广泛应用，渠道的功能和内涵也在发生了变化，最突出的特点是网络不仅影响消费者的渠道使用方式，而且成为消费者信息的主要来源。渠道的内涵和功能正在发生分化，现在广义的渠道是指顾客与企业之间的接触点或者是与企业发生互动行为的中介媒体，而接触点（touchpoint）是品牌（或企业）与当前或潜在消费者发生联系过程中的一切沟通与互动的机会，是与消费者接触的所有可能性。接触点是营销沟通的基本单元，消费者是基于他们在接触点上的累积体验形成对企业或品牌的感知。越来越多的传统企业开始从单渠道营销向多渠道营销转型，通过两个或两个以上的渠道（包括分销渠道和信息渠道）向消费者提供信息、产品或服务。企业期望通过增加营销渠道来扩展与消费者的接触点，增加消费者的转移成本，从而有效降低消费者的流失率。因此，企业的渠道组合策略使得服务产品横跨多个渠道增加了消费者与零售商的服务接触点，而由此产生的渠道互补性使得最终消费者能够更方便、更广泛的获取服务产品，实现更大程度上的顾客满意和顾客保留。
从消费者的购买过程来看，可以简单的将顾客购买分为搜索和购买两个阶段，而每个阶段，对于顾客来说，面临对品牌和渠道两个维度的选择，消费者感知不同品牌的不同渠道的搜索属性（即“搜索吸引力”）和购买属性（即“购买吸引力”）不同，进而会影响每次消费者在搜索和购买阶段的不同选择。本研究以采用社会媒体平台作为信息渠道，并同时采用网络渠道和实体渠道的网络零售商为研究对象，并基于消费者在离线渠道搜索而在网络渠道购买的渠道迁移情境，对消费者采用同一品牌的两种渠道进行购买的情况进行分析，研究网络社会互动和线下互动对渠道协同绩效的影响机制，提出网络社会互动和网下互动分别从顾客心理距离和消费者渠道信息搭便车两条路径会影响顾客感知的渠道协同绩效。
经过数据调查和实证分析，本文验证了所提出的绝大部分假设，并得到以下结论：（1）网络信息搜索对顾客形成网站临场感，拉近顾客心理距离都有显著影响；（2）观察学习对顾客形成网站临场感不显著，但对拉近顾客心理距离有显著影响；（3）在线评论对顾客网站临场感有显著影响，而对心理距离影响不显著；（4）顾客先前的线下零售品牌形象对渠道信息搭便车行为有显著影响；（5）顾客心理距离和渠道信息搭便车对渠道协同绩效有显著影响；（6）消费者感知控制对信息搜索形成网站临场感有调节影响；（7）顾客品牌敏感对心理距离和渠道信息搭便车形成渠道协同绩效有调节作用；（8）顾客网络经验对信息搜索、观察学习、渠道信息搭便车形成渠道协同绩效有调节作用。
本研究也得到一些有益的管理启示：首先，在信息碎片化时代，企业不仅要注重媒介投放的多样化，更要注意到数字媒体上消费者沟通形式、内容的特殊性，尤其是在互联网上的品牌宣传更应该注重与消费者的互动沟通，维持企业的网络声誉。其次，企业网站是消费者接触和感受企业的重要窗口，电子服务网站的社会临场感的缺乏会通过阻碍顾客的信任，进而妨碍企业的成长，因此，企业需要整合网站设计技术和社交媒体技术，增强网络渠道的临场感效应。最后，整合企业的供应链管理，与合作伙伴建立价值网络，通过“购买、建立、租借”等形式，具体来说通过第三方采购、第四方后勤，形成第四方服务等方式，激发企业渠道的协同效益。
With social media applications in China's explosive growth, consumers can take advantage ofall kinds of internet technology and Apps to share information and discuss issues among thecrowd online, through continuous interaction and refining able to effectively reach aconsensus on a theme. Compared to any other media, the impact speed, breadth and depth ofsocial media is not in the same league. The companies hope to close to their customers, socialmedia is quickly becoming the object of primary concern, because social media has becomean important information channel of customers’ source of information to decide buying aswell as enterprises maintain communication with customers.
At the same time, along with the extensive application of the Internet and mobile Internetterminal, the function and connotation of channel is also undergoing changes, the mostprominent feature of the internet not only affect consumer how to use channels, but also hasbecome the main source of consumer information. The meaning and function of the channelsare differentiated, in a broadsense, channel is the touchpoint or the intermediary mediabetween the customer and the enterprise which customer interact with, the touchpoint is allopportunities for brand (or corporate) communicate and interact with current or potential theconsumers in the contact process,and all possibility of contact with consumers. Thetouchpoint is the basic unit of marketing communication mix, consumer based on theiraccumulated experience from touchpoint to form their perception of the business or brand.More and more traditional enterprise started transformation from a single-channel marketingro multi-channel marketing, to provide consumers with information, products or servicesthrough two or more channels (including distribution channels and information channels).Enterprises expect to expand by increasing marketing channels and consumer contact points,and increase the cost of consumer switch to other firms, thus effectively reducing the rate ofconsumers defection. Therefore, the channel mix strategy makes service offerings acrossmultiple channels to increase the service point of contact between consumers and retailers,the complementary channel made consumer be more convenient, more extensive access to services or products, thus can achieve a greater degree of customer satisfaction and customerretention.
From the consumer buying process, customer purchase can be simplely divided into twostages: search and purchase. At each stage, for the customer, faced with the choice from twodimensions of brand and channel which belong to different companies, consumer perceptionof different search properties(search attractive) and purchasing property(purchase attractive)towardr different brand, which will affect each time consumers search and purchase. In thispaper, we select the retailers which use social media platforms as information channels and atthe same time, own online channels and physical channels as distribution channels asresearch object, and explore when consumer search goods online and offline and purchaseonline finally, that is to say, we study the phenomenon the consumer migrate from offline toonline, study the mechanism online social interaction and offline interactive channels impacton channel coordination performance. Specifically, research online social interaction andoffline interaction through the mediation of customer psychological distance and consumerchannels information free-rider behavior affect customer’s perception of channelscoordination performance.
Data survey and empirical analysis verify the assumption of the vast majority of the proposed,and the following conclusions:(1) Online information search will stimulate customer’swebsite social presence, and significantly affected customer’s psychological distance;(2)Consumer’s observational learning impact on website social presence is not significant, butthe effect on customer psychological distance is significantly;(3) Customer online reviews ofwebsites impact on website social presence significantly, but the impaction on thepsychological distance is not significant;(4) customer’s prior offline brand image have asignificant impact on the channels information free-riding behavior;(5) Customer psychologydistance and channels information free-riding behavior significantly both impact on thechannel coordination performance;(6) Consumers perceived control moderate the path thatinformation search impact on website social presence;(7) Customer brand sensitive moderatethe path that psychological distance and channel information free-riding behavior impact on the channels coordination performance;(8) Customer internet experience moderate the paththat observational learning, information search, channel information free-riding behaviorimpact on channels coordination performance.
The research also get some useful managerial implications: First of all, in the era ofinformation fragmentation, companies must not only focus on the diversification of mediadelivery, but also pay more attention on the consumer digital media forms of communication,the particularity of the content, especially in the internet branding should be more focus oninteractive communication with the consumers and maintain the nice online reputation of theenterprise. Second, the corporate website is the important window for consumers to touch andfeel the enterprise, the lack of e-service website social presence will block the customers trust,and hinder the growth of the enterprise, therefore, enterprises need to integrate informationtechnology, website design and social media technology platform to enhance the socialpresence of online channels. Finally, the integration of the supply chain management, throughpurchase, establish, rent and other forms to build relationship with partners in the valuenetwork, specifically, purchased through a third party, serve by a fourth party logistics, and afourth-party service, etc., stimulate enterprise channels synergies.
引文
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