【摘要】 在多渠道正成为零售业标准模式的趋势下,线上与线下渠道的整合已成为零售商O2O转型的当务之急。本研究以O2O转型中的传统零售商为研究对象,探讨多渠道整合对零售商权益的作用机理。构建了多渠道整合对零售商权益影响的理论模型,并采用结构方程模型方法对假设进行验证。研究发现,产品与价格信息整合、促销信息整合、交易信息整合通过线上商店态度对整体零售商权益产生积极的影响;产品与价格信息整合、促销信息整合、信息获取整合、顾客服务整合通过线下商店态度对整体零售商权益产生积极的影响;线下商店态度积极地影响线上商店态度;线上商店态度对整体零售商权益的影响弱于线下商店态度。该结论为零售商利用线上、线下的整合营销行为进行品牌建设提供了理论指导。更多还原

【Abstract】 On the tendency of multiple channels may be the standard approach of the retail industry, the integration of online and off line channels has become the key point of retail management. The success of multichannel integration depends on the increment of the retailer’s core brand asset-retailer equity, thus requiring us to understand the added retail brand value endowed by multichannel integration. However, hardly any extant research has explored the effect of multichannel integration on retailer equity from the online and offline perspective. Focusing on traditional retailers who have migrated to the multichannel format, this study identified the action mechanism of multichannel integration on retailer equity in the context of interaction between online and offline channels. A theoretical model was proposed in which multichannel integration affects retailer equity. The survey of 470 multichannel shoppers and structure equation model(SEM) are used to test the hypotheses. The study found that(1) integrated promotion information, integrated product and pricing information, and integrated transaction information directly and positively affect online store attitude, which in turn positively affects overall retailer equity;(2) integrated promotion information, integrated product and pricing information, integrated information access and integrated customer service directly and positively affect offline store attitude, which in turn positively affects overall retailer equity;(3) offline store attitude positively influences online store attitude;(4) the effect of online store attitude on overall retailer equity is weaker than that of offline store attitude. These findings contribute to the application of brand equity in multichannel retailing context and deepen our understanding about the outcome of multichannel integration as well as the increment of retailer equity. This study proves the relationships between online/offline store attitude and overall retailer equity, which enriches the research about the components of retailer equity. The findings also provide theoretical guidance for retailers to build retail brand by integrating online and offline marketing activities.更多还原