企业-顾客互动对零售商品牌权益的影响

本研究以多渠道中的传统零售商为研究对象,探讨企业-顾客互动对零售商品牌权益的影响机制。研究发现:互动信息性、响应性和自主性对线上信任、线下信任具有显著正向影响;线下信任对零售商品牌权益具有显著正向影响;互动信息性、响应性和自主性对零售商品牌权益和感知零售商服务能力具有显著正向影响;感知零售商服务能力对线上信任和线下信任具有显著正向影响,并显著正向影响零售商品牌权益;涉入度在互动信息性、互动响应性、互动自主性与感知零售商服务能力之间发挥调节作用;实体店形象在企业-顾客互动与线下信任之间发挥调节作用。在此基础上,提出通过与消费者建立积极有效的互动方式,增加彼此之间的信任,以及进一步增强零售商的服务能力等措施来提升零售商品牌权益。

The paper takes the traditional retailers in multi-channel as the research object, and explores the mechanism of how enterprise-customer interaction affects retailer brand equity. It is found that interactive information, responsiveness and autonomy have a significant positive impact on online trust and offline trust, and offline trust has a significant positive impact on retailers' brand equity;interactive information, responsiveness and autonomy have a significant positive impact on retailers' brand equity and perceived retailers' service ability;perceived retailers' service ability has a significant positive impact on online trust and offline trust, and has a significant positive impact on retailers' brand equity;the degree of involvement plays a regulatory role among interactive information, responsiveness, autonomy and perceived retailers' service ability;and physical store image plays a regulating role between the enterprise-customer interaction and offline trust. On this basis, this paper proposes to improve the brand equity of retailers by establishing positive and effective interaction with consumers, increasing mutual trust and further enhancing the service capacity of retailers.