移动互联网环境下O2O渠道整合与交互模式对顾客忠诚的影响：基于顾客体验视角

项目名称： 移动互联网环境下O2O渠道整合与交互模式对顾客忠诚的影响：基于顾客体验视角

项目编号： No.71472163

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： 杨水清

作者单位： 浙江财经大学

项目金额： 58万元

中文摘要： 线上线下的融合已成为现代商务发展的趋势，移动互联网环境下的O2O（MI-O2O）模式显著改变了线上线下的渠道整合与交互模式。如何有效掌握并合理利用MI-O2O渠道整合与交互规律改善顾客体验、提升顾客忠诚是目前企业面临的重要课题。虽然过去的研究已证实感知渠道整合对顾客忠诚有促进作用，但对其作用机制存在不同认知，且现有研究侧重从实利视角考察顾客忠诚的驱动因素，还未能明确顾客体验对感知渠道整合与顾客忠诚之间关系的作用机制。基于此，本课题拟实证研究：1）感知MI-O2O渠道整合的构成与测度；2）感知MI-O2O渠道整合对顾客体验的影响机制；3）顾客体验对感知MI-O2O渠道整合与顾客忠诚之间关系的中介作用；4）MI-O2O渠道交互模式对感知MI-O2O渠道整合与顾客忠诚之间路径关系的调节机制。研究旨在揭示MI-O2O渠道整合与交互模式对顾客体验与顾客忠诚的作用机制，为企业实践提理论依据与决策参考。

中文关键词： 移动互联网；消费者行为；顾客忠诚；顾客体验；渠道整合

英文摘要： Online and offline channel convergence has become a mode in the evolution of modern business. The mobile internet based Online-to-Offline (O2O) mode (or MI-O2O) has significantly changed the ways of channel integration and interaction between online and offline. One of the issues that a number of organizations face is to make effective use of the channel integration and interaction of MI-O2O to enhance consumer experience and loyalty. Although previous studies report a positive effect of perceived channel integration on consumer loyalty, the underlying mechanism of such effect is not yet clear. In addition, previous studies mainly focus on the driving forces of consumer loyalty from a utilitarian perspective and forego the effects of hedonic factors (such as consumer experience). Therefore, there is a need for systematic investigation into the role of consumer experience on consumer loyalty as well as on the relationship between channel integration and consumer loyalty. This study intends to empirically investigate (i) the key components and measurements of perceived channel integration of MI-O2O; (ii) the effect of perceived channel integration of MI-O2O on consumer experience; (iii)the mediation effect of consumer experience on the relationship between perceived channel integration of MI-O2O and consumer loyalty, and (iv) the moderation effects of channel interaction patterns on the path from perceived channel integration of MI-O2O to consumer experience and on the path from consumer experience to consumer loyalty. This study will advance our understanding of the impacts of the channel integration and interaction of MI-O2O on consumer experience and loyalty, and offer practical implications for organizations to foster consumer experience and loyalty in the MI-O2O environment.

英文关键词： Mobile Internet;Consumer Behavior;Consumer Loyalty;Consumer Experience;Channel Integration