Cross-selling across stores or within a store? Impacts of cross-buying behavior in online shopping malls

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Journal of Marketing Channels Pub Date : 2018-04-03 DOI:10.1080/1046669X.2019.1646186

Wirawan Dony Dahana, Makoto Morisada, Yukihiro Miwa

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引用次数: 3

Abstract

Abstract This study investigates the impacts of cross-buying behavior in an online shopping mall where customers can purchase from additional product categories from various independent stores. We focus on the extent to which store loyalty and relationship duration moderate the cross-buying effects on three behavioral traits: customers’ purchase rate, lifetime duration, and spending. The results reveal that customers who engage in cross-buying more intensely purchase more frequently, have longer expected lifetime duration, and spend higher amounts in each transaction. The impacts on purchase frequency and customer retention are even greater for customers who exhibit higher behavioral loyalty toward some stores. However, store loyalty is found to weaken the association between cross-buying and average spending. Further, relationship duration appears to weaken the effects of cross-buying on purchase rate and spending. These results provide new insights into the impacts of cross-buying on customer value as well as managerial implications for shopping mall owners.

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跨店交叉销售还是门店内交叉销售?网络购物中心中交叉购买行为的影响

摘要本研究探讨了顾客可以从不同的独立商店购买额外产品类别的网上购物中心的交叉购买行为的影响。我们关注店铺忠诚度和关系持续时间在多大程度上调节了三个行为特征的交叉购买效应:顾客购买率、终身持续时间和消费。结果表明，参与交叉购买的消费者购买频率更高，预期寿命持续时间更长，每次交易的消费金额更高。对某些商店表现出较高行为忠诚度的顾客，对购买频率和顾客留存率的影响更大。然而，商店忠诚度被发现削弱了交叉购买和平均消费之间的联系。此外，关系持续时间似乎削弱了交叉购买对购买率和支出的影响。这些结果为交叉购买对顾客价值的影响以及对购物中心所有者的管理启示提供了新的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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