Do Handwritten Notes Benefit Online Retailers? A Field Experiment

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-07-19 DOI:10.1177/10949968221102306
Sanghwa Kim, Jeonghye Choi, Seung Hyun Kim
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Abstract

Despite the technological advances in online retailing, the human touch continues to be essential to relationships between retailers and customers. Although a handwritten note is proposed as a simple means to help establish a personal relationship, its economic significance and alignment with current practices have been insufficiently studied. In this article, the authors evaluate the benefits of a handwritten note for an online retailer and reveal the boundary conditions of its benefits. A randomized field experiment demonstrates that presenting a handwritten note has a positive and significant effect on customer spending. More importantly, the authors observe that an additional marketing incentive (i.e., giveaway, price discount) attenuates this beneficial effect. Further, the study shows that these two effects arise with loyal customers, but not with nonloyal customers. A follow-up experiment reveals that warmth underlies the key findings, lending support for the theoretical prediction. The article concludes with a general discussion that the authors hope will inspire future research on relationship management in online retailing.
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手写笔记对在线零售商有利吗?田间试验
尽管在线零售技术取得了进步,但人与人之间的接触仍然是零售商和顾客之间关系的关键。尽管手写便条被认为是帮助建立个人关系的一种简单手段,但其经济意义和与当前做法的一致性尚未得到充分研究。在本文中,作者评估了手写笔记对在线零售商的好处,并揭示了其好处的边界条件。一项随机现场实验表明,出示手写便条对客户支出有积极而显著的影响。更重要的是,作者观察到,额外的营销激励(即赠品、价格折扣)会减弱这种有益效果。此外,研究表明,这两种效应发生在忠诚客户身上,但不发生在非忠诚客户身。一项后续实验表明,温暖是关键发现的基础,为理论预测提供了支持。文章最后进行了一般性的讨论,希望对未来网络零售关系管理的研究有所启发。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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