大数据杀熟对顾客忠诚度影响研究

Research on the Impact of Big Data-based Price Discrimination on Customer Loyalty

随着数字经济的发展,数据要素的作用日益凸显,研究大数据杀熟与顾客忠诚度的关系,对消费的提质增效具有重要意义。大数据杀熟问题自披露以来就在企业极力澄清与顾客感知强化的争议中不断演化。本文以在线旅游消费为情境依托,分析大数据杀熟影响顾客忠诚度的内在机制及不同路径,实证结果表明:大数据杀熟对顾客忠诚度产生了十分显著的负向影响,而顾客角色外行为及信息素养则分别在大数据杀熟的影响机制中发挥着中介和调节作用。因此,应重视大数据杀熟的长期危害性,保护消费者权益;注意激发顾客角色外行为,培养和维护企业与顾客的长期关系,促成顾客忠诚行为的建立。

With the development of digital economy,the role of data elements is becoming more and more prominent,and the study of the relationship between big data-based price discrimination and customer loyalty is of great significance to the improvement of quality and efficiency of consumption.The issue of big data-based price discrimination has evolved since its disclosure in the controversy between enterprises’desperate attempts to clarify and customers’perception enhancement.This paper takes online travel consumption as the contextual basis to analyze the internal mechanism and different paths of big data-based price discrimination affecting customer loyalty,and the empirical results show that:big data-based price discrimination has a very significant negative impact on customer loyalty,while customer extra-role behaviors and information literacy play a mediating and moderating role,respectively,in the mechanism of the impact of big data-based price discrimination.Therefore,attentions should be paid to the long-term harm of big data-based price discrimination to protect consumers’rights and interests;stimulating customers’extra-role behaviors,cultivating and maintaining the long-term relationship between enterprises and customers,and contributing to the establishment of customer loyalty behaviors.