多渠道供应链消费者跨渠道行为与渠道合作

Consumer Cross-Channel Behavior and Channel Collaboration in Multi-Channel Supply Chain

针对消费者跨渠道行为影响下的传统零售商与制造商电子直销渠道之间的合作问题,从传统零售商视角,探讨消费者跨渠道行为、渠道合作与合作绩效之间的作用机制,以及渠道合作的复杂性对获取合作绩效的调节效应。对221家传统零售商问卷调查的实证结果表明,消费者跨渠道行为对合作绩效有显著正向影响,专项投资、信息共享和联合行动3个维度的合作行为在消费者跨渠道行为与合作绩效之间产生正向中介作用。合作复杂性分别负向、正向调节专项投资、信息共享对合作绩效的提升作用,对联合行动作用的负向调节效应不显著。

In multi-channel supply chain,it is important for the retailer to collaborate with the manufacturer’s electronic direct channel under the influence of consumer cross-channel behavior.This study interprets the relationship of consumer cross-channel behavior,channel collaboration,and collaboration performance,and investigates the moderate role of channel collaboration complexity from the perspective of the traditional retailer.The empirical results of the questionnaire survey from 221 traditional retailers show that consumer cross-channel behavior has a significant positive effect on collaboration performance.It also verifies the three dimensions of channel collaboration,namely,specific investment,information sharing,and joint action have positive mediating effects between consumer cross-channel behavior and collaboration performance.Finally,channel collaboration complexity negatively moderates the effect of special investment on collaboration performance,and positively moderates the effect of information sharing on collaboration performance,but does not moderate the joint action’s effect.