In the digital era,retailers are keen to find out whether omni-channel retailing helps improve long-term firm performance.In this paper,we employ machine learning techniques on a large consumption data set in order to...In the digital era,retailers are keen to find out whether omni-channel retailing helps improve long-term firm performance.In this paper,we employ machine learning techniques on a large consumption data set in order to measure customer lifetime value(CLV)as the basis for determining long-term firm performance,and we provide an empirical analysis of the relationship between omni-channel retailing and CLV.The results suggest that omni-channel retailing may effectively enhance CLV.Further analysis reveals that this process is influenced by heterogeneous consumer requirements and that significant differences exist in the extent to which the omni-channel transition may influence CLV depending on consumer preferences for diversity of commodities,sensitivity to the cost of contract performance,and sensitivity to warehousing costs.Hence,retailers should provide consumers with a complete portfolio of goods and services based on target consumers’heterogeneous requirements in order to increase omni-channel efficiency.展开更多
Branded applications(apps)have become core touchpoints for improving consumer shopping experiences in omni-channel retailing,and many firms have developed different types of branded apps to provide additional value.Mo...Branded applications(apps)have become core touchpoints for improving consumer shopping experiences in omni-channel retailing,and many firms have developed different types of branded apps to provide additional value.Moreover,continuous usage intention is the key to improving enterprises’gain efficiency and consumers’brand loyalty.This study aims to reveal how branded apps achieve continuance intention from the perspective of consumer perceptions by combining the technology acceptance model and investigating the impact of differences in channel features on usage behavior between the two types of branded apps.An experiment was designed comparing transaction-and experience-oriented branded apps.A structural equation modeling technique was employed to validate the model based on the survey data of respondents from the experimental groups.The results show that the supportive role of omni-channel has a unique experience mechanism that promotes continuous usage intention.However,there are two discrepant results regarding the effect of perceived complementarity on perceived usefulness in transaction-and experience-oriented branded apps.The mediating role of perceived usefulness between perceived consistency,complementarity,ease of use and consumer satisfaction was supported in the experience-oriented apps but rejected in the transaction-oriented apps.展开更多
随着线上线下融合的全渠道模式蓬勃发展,厂商相继退出线上购买线下退货的全渠道退货服务(Buy Online and Return in Store,BORS)。考虑了服务差异化与消费者异质双重影响下的全渠道退货的问题,构建同渠道退货和全渠道退货两种退货策略模...随着线上线下融合的全渠道模式蓬勃发展,厂商相继退出线上购买线下退货的全渠道退货服务(Buy Online and Return in Store,BORS)。考虑了服务差异化与消费者异质双重影响下的全渠道退货的问题,构建同渠道退货和全渠道退货两种退货策略模型,研究产品定价决策与退货策略选择,并分析服务与消费者差异性对供应链定价及退货策略的影响。研究表明,当服务水平达到一定阈值后,消费者会为全渠道退货服务承担一定溢价;供应链提供合理的差异化服务实施差异化竞争,能凸显全渠道退货优势,提升供应链利润。当服务成本低且消费者服务感知较高时,更适合采用全渠道退货策略。展开更多
基金the National Social Science Foundation of China(NSSFC)“Study on the Digital Transition of China’s Retail Business”(Grant No.18BJY176).
文摘In the digital era,retailers are keen to find out whether omni-channel retailing helps improve long-term firm performance.In this paper,we employ machine learning techniques on a large consumption data set in order to measure customer lifetime value(CLV)as the basis for determining long-term firm performance,and we provide an empirical analysis of the relationship between omni-channel retailing and CLV.The results suggest that omni-channel retailing may effectively enhance CLV.Further analysis reveals that this process is influenced by heterogeneous consumer requirements and that significant differences exist in the extent to which the omni-channel transition may influence CLV depending on consumer preferences for diversity of commodities,sensitivity to the cost of contract performance,and sensitivity to warehousing costs.Hence,retailers should provide consumers with a complete portfolio of goods and services based on target consumers’heterogeneous requirements in order to increase omni-channel efficiency.
基金Sichuan Province Youth Science and Technology Innovation Team Project (Grant No.: 2022JDTD0022), Supply Chain Management of Agricultural Products, Science and Technology Department of Sichuan Province.
文摘Branded applications(apps)have become core touchpoints for improving consumer shopping experiences in omni-channel retailing,and many firms have developed different types of branded apps to provide additional value.Moreover,continuous usage intention is the key to improving enterprises’gain efficiency and consumers’brand loyalty.This study aims to reveal how branded apps achieve continuance intention from the perspective of consumer perceptions by combining the technology acceptance model and investigating the impact of differences in channel features on usage behavior between the two types of branded apps.An experiment was designed comparing transaction-and experience-oriented branded apps.A structural equation modeling technique was employed to validate the model based on the survey data of respondents from the experimental groups.The results show that the supportive role of omni-channel has a unique experience mechanism that promotes continuous usage intention.However,there are two discrepant results regarding the effect of perceived complementarity on perceived usefulness in transaction-and experience-oriented branded apps.The mediating role of perceived usefulness between perceived consistency,complementarity,ease of use and consumer satisfaction was supported in the experience-oriented apps but rejected in the transaction-oriented apps.
文摘随着线上线下融合的全渠道模式蓬勃发展,厂商相继退出线上购买线下退货的全渠道退货服务(Buy Online and Return in Store,BORS)。考虑了服务差异化与消费者异质双重影响下的全渠道退货的问题,构建同渠道退货和全渠道退货两种退货策略模型,研究产品定价决策与退货策略选择,并分析服务与消费者差异性对供应链定价及退货策略的影响。研究表明,当服务水平达到一定阈值后,消费者会为全渠道退货服务承担一定溢价;供应链提供合理的差异化服务实施差异化竞争,能凸显全渠道退货优势,提升供应链利润。当服务成本低且消费者服务感知较高时,更适合采用全渠道退货策略。
