线上线下整合营销策略对在线零售品牌体验影响机理

被引：26

作者：

刘铁 ^{[1
]}

李桂华 ^{[1
]}

卢宏亮 ^{[2
]}

机构：

[1] 南开大学商学院

[2] 东北林业大学经济管理学院

来源：

中国流通经济 | 2014年 / 28卷 / 11期

关键词：

双线因素; 风险与不确定性; 渠道流整合策略; 品牌体验;

D O I：

10.14089/j.cnki.cn11-3664/f.2014.11.007

中图分类号：

F724.6 [电子贸易、网上贸易]; F724.2 [零售贸易]; F274 [企业供销管理];

学科分类号：

1201 ; 020205 ; 1202 ; 120202 ; 0202 ;

摘要：

在线上线下零售相互渗透与融合的情境中,跨越顾客与企业两个层面的扎根理论研究发现,顾客对零售品牌的体验过程包括决策、交易、履行、反馈四个过程。在以上四个过程中,线上线下整合策略以顾客感知到的信息对称程度、风险和不确定性、服务效率与成本、顾客参与和控制感为中介,影响品牌体验。过程与策略匹配的模型分离出关键的信息流、物流、风险流及客制化四个方面的整合策略,并解释了整合策略影响品牌体验的过程和机理。

引用

页码：51 / 57

页数：7

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