线上渠道交互对线下渠道绩效的影响：基于双路径的理论和实证研究

项目名称： 线上渠道交互对线下渠道绩效的影响：基于双路径的理论和实证研究

项目编号： No.71472043

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 薛佳奇

作者单位： 对外经济贸易大学

项目金额： 59万元

中文摘要： 随着网络交互技术的飞速发展，企业面临一个重要的问题：如何在利用线上渠道与顾客互动的同时，避免损害线下渠道绩效。针对现有理论研究的不足与企业渠道管理实践的需要，本项目拟从以下三个方面展开研究：界定企业线上渠道交互的内涵与测量；探讨线上渠道交互对线下渠道成员绩效的影响机理；探索能够改善线上渠道交互对线下渠道绩效影响的渠道整合机制。本项目明确提出线上渠道交互的概念，拓展了线上渠道的研究视角；从理论上揭示出不同交互模式和程度对线下渠道绩效的双路径影响，是对现有渠道管理研究的补充；明确不同类型渠道整合机制的作用效果，为我国企业采取有效措施管理线上线下渠道关系提供了重要的理论依据。

中文关键词： 交互；渠道绩效；交易成本；社会资本；线上渠道

英文摘要： With the rapid development of interactive technology, an important question will be raised for firms: how to avoid damaging the benefits of offline channel members while taking advantage of online channel to interact with customers. To fill the theoretical gaps and meet the practical needs, this project attempts to conceptualize online channel interaction and develop the measurement scales, examine the impacts of online channel interaction on the performance of offline channel members, and explore the channel integration that can improve effects of online channel interaction on the performance of offline channel members. This project first clearly defines online channel interaction, extending the perspective of research on online channel. Second, it indicates a two-path effect which different modes and levels of channel interaction have on the performance of offline channel members, complementing the channel management literature. Finally, it also reveals the different effects of different types of channel integration, which provides an important theoretical guide for firm to take effective measures to manage relationship between online channel and offline channel.

英文关键词： Interaction;Channel performance;Transaction costs;Social capital;Online channel