数字赋能零售企业绩效提振的路径研究——基于线上线下融合视角

Research on the Path of Digital Empowerment of Retail Enterprise Performance Improvement——Based on the Perspective of Online and Offline Integration

【目的/意义】近年来,随着数字技术的蓬勃发展和深入应用,给人们的生活消费和企业的组织运营带来了颠覆性改变。对于广大零售企业而言,纯粹的单线经营或浅层的双线布局都难以冲破现实的桎梏,如何借力数字赋能推动自身转型,实现业绩提振成为零售企业关注的焦点。【设计/方法】从当下热门的线上线下融合切入,以数字赋能为前因背景,探讨了数字赋能对于零售企业绩效提振的影响路径,并基于287份已开展线上线下业务的零售企业的问卷数据开展实证分析。【结论/发现】数字赋能对零售企业绩效提振产生显著正向影响,线上线下融合借由价值主张融合、多维资源融合、交互体验融合三个子维度在数字赋能对零售企业绩效的正向影响中发挥部分中介作用。研究理顺了数字赋能、线上线下融合与零售企业业绩提振间的关系,为传统零售企业借助数字赋能实现有效转型、绩效提振指明了切实有效的路径。

[Purpose/Significance] In recent years, with the booming development and in-depth application of digital technology, it has brought disruptive changes to people’s consumption and enterprise organisation and operation. For retailers, it is difficult to break the shackles of reality with a purely single-line operation or a shallow two-line layout, so how to leverage digital empowerment to drive their own transformation and achieve a boost in performance has become the focus of retail enterprises. [Design/Methodology] This study examines the impact of digital empowerment on the performance improvement of retail enterprises in the current trend of online/offline integration, using digital empowerment as an antecedent, and conducts an empirical analysis based on questionnaire data from 287 retail enterprises that have launched online and offline businesses.[Conclusions/Findings] The results reveal that digital empowerment has a significant positive impact on the performance of retail enterprises, and online and offline integration plays a positive impact of digital empowerment on the performance of retail enterprises through three sub-dimensions: value proposition integration, multidimensional resource integration and interactive experience integration. The study rationalises the relationship between digital empowerment, online/offline integration and retailer performance, and identifies a practical and effective path for traditional retail enterprises to achieve effective transformation and performance improvement through digital empowerment.