顾客采用多种平台与零售商的渠道绩效:来自中式快餐业的证据

IF 1.8 Q3 MANAGEMENT
Peiqi Jiang, Sha Zhang
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引用次数: 0

摘要

目的 零售商越来越多地增加多平台应用程序。例如,希尔顿酒店在 booking.com、Expedia 和 TripAdvisor 上都有列出。本研究旨在探讨新老消费者采用第二个同质移动平台应用程序是否会影响他们在原应用程序和整个平台应用程序中的购买行为,以及如何影响他们的购买行为。 设计/方法/途径 本文利用一家中式快餐企业的 604 864 条数据,依次增加了三个送餐平台,探讨了第二个同质移动平台应用的采用对消费者购买频率、订单规模和消费额的影响。 研究结果 对数线性回归模型的结果显示,多平台消费者比单平台消费者更有利可图。对于现有消费者和新消费者而言,采用多平台会增加购买频率、减少订单规模并增加在零售商处的总消费。然而,对于现有消费者而言,采用多平台的消费者更有可能降低购买频率,减少每次订单的消费额,并降低在原平台应用中的总消费额。 研究局限/意义 本文通过实证研究发现,多平台采用者(包括新消费者和现有消费者)比单平台消费者更有利可图,从而为平台添加和多渠道文献做出了贡献。在管理方面,研究结果表明,企业在增加多平台时不应犹豫,应鼓励消费者使用多种移动应用程序。 独创性/价值 首先,本研究探讨了多平台添加对新消费者和现有消费者的影响,这一点尚未得到讨论。其次,本研究发现多平台消费者比单平台消费者更有利可图,为多渠道文献做出了贡献。第三,与 Rong 等人(2021 年)不同的是,本研究支持渠道能力理论在同质的移动到移动渠道扩张背景下仍然有效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Customers’ adoption of multiple platforms and retailers’ channel performance: evidence from Chinese fast-food industry
Purpose Retailers are increasingly adding multiple platform apps. For instance, Hilton Hotel is listed on booking.com, Expedia and TripAdvisor. The purpose of this study is to examine whether and how the adoption of a second homogenous mobile platform app by new and existing consumers affects their purchasing behavior in both the original app and the overall platform apps. Design/methodology/approach With 604,864 unique data from a Chinese fast-food company, which sequentially add three food delivery platforms, this paper explores the influence of a second homogeneous mobile platform app adoption on consumer purchase frequency, order size and spending. Findings The results of the log-linear regression model show that multiplatform consumers are more profitable than single-platform consumers. For both existing and new consumers, multiplatform adoption would increase purchase frequency, decrease order size and increase total spending with the retailer. However, for existing consumers, multiplatform adopters are more likely to buy less frequently, spend less per order and have lower total spending in the original platform app. Research limitations/implications This paper contributes to platform addition and multichannel literature by empirically finding that multiplatform adopters, both new and existing consumers, are more profitable than single-platform consumers. Managerially, the results suggest that companies should not hesitate to add multiple platforms and should encourage consumers to use multiple mobile apps. Originality/value First, this study examines the multiplatform addition effect on both new and existing consumers, which has not been discussed yet. Second, this study contributes to multichannel literature by finding that multiplatform consumers are more profitable than single-platform consumers. Third, unlike Rong et al. (2021), this study supports that channel capability theory is still valid in the homogenous mobile-to-mobile channel expansion context.
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来源期刊
CiteScore
2.30
自引率
3.60%
发文量
32
期刊介绍: Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.
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