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客户体验是当今线下零售企业关注的重点话题,尤其随着新兴技术的不断发展,当今技术环境下的线下实体零售客户体验问题值得进行深入研究。本研究从带来当下实体零售店经营变革的重要技术——移动社交支付出发,对线下实体零售客户体验的影响因素进行探索,重点关注移动社交支付对线下零售客户体验的内在影响机制,并提出移动社交支付情境下线下实体零售客户体验模型。本研究以462位使用微信支付的线下购物者为研究对象,对提出的模型和假设进行实证检验。研究结果显示,外在的零售商因素和内在的顾客自身因素都能够影响线下实体零售客户体验,从外部因素看,零售商客户关系导向、营销沟通以及人际服务均对客户体验有显著的正向影响;从内部因素看,顾客信任对线下零售客户体验也有显著的正向作用。此外,研究表明移动社交支付能够正向调节关系导向、营销沟通、人际服务以及客户信任对线下零售客户体验的影响。线下实体零售商应从管理、营销和服务方面入手提升客户体验,基于移动社交支付进行个性化营销和精准顾客触达。同时,企业应采取措施增强顾客信任,尤其在移动社交支付情境下,顾客信任发挥着非常重要的作用,有助于缓解"个性化悖论"从而提升客户体验。
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基本信息:
DOI：10.15981/j.cnki.dongyueluncong.2020.11.002
中图分类号:F832.2;F724.6
引用信息:
[1]成栋,王振山,孙莹璐.移动互联时代线下零售客户体验影响因素实证研究——移动社交支付的调节作用[J].东岳论丛,2020,41(11):16-29.DOI:10.15981/j.cnki.dongyueluncong.2020.11.002.
2020-12-02
2020-12-02
2020-12-02