Journal of Retailing最新文献_第3页

The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach 客户体验维度在扩展客户-公司关系中的作用：一种客户扩展旅程方法

IF 10.2 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-09-01 DOI: 10.1016/j.jretai.2025.05.004

Lily (Xuehui) Gao , Iguácel Melero-Polo , F. Javier Sese

Expansion of customer–firm relationships has become crucial for firms to ensure survival and growth. However, siloed management of multiple expansion behaviors represents the dominant approach in academic research and business practice. This study advocates an expansion as a journey approach, where the customer expansion process is modeled through a customer expansion journey comprising a number of states that can be inferred from customer expansion behavioral manifestations and that represent varying intensities in the interdependencies and ties between the customer and the firm. In addition, we adopt a multidimensional view of the customer experience and investigate the roles of the various experience dimensions (i.e., recency, peak, trend, and fluctuation) in determining consumers’ upward and downward movements along the expansion journey at different rates. Using a uniquely rich dataset in the Spanish telecom market for a representative sample of 12,496 customers over four years, and applying advanced hidden Markov modeling techniques, we provide an empirical illustration of the proposed framework. We derive novel theoretical and practical insights into the multifaceted and dynamic customer expansion process, its underlying states, and the role of customer experience dimensions in the transitions across states.

扩大客户与公司的关系已成为公司确保生存和发展的关键。然而，在学术研究和商业实践中，多种扩展行为的孤立管理是主导方法。本研究提倡将扩展作为旅程方法，其中客户扩展过程通过客户扩展旅程进行建模，该旅程包含许多状态，这些状态可以从客户扩展行为表现中推断出来，并且代表了客户与公司之间相互依赖和联系的不同强度。此外，我们采用了多维度的客户体验视角，研究了不同体验维度（近期、峰值、趋势和波动）在决定消费者在扩张过程中以不同速率向上和向下移动的作用。利用西班牙电信市场中一个独特的丰富数据集，对四年来12496名客户的代表性样本进行分析，并应用先进的隐马尔可夫建模技术，我们对所提出的框架进行了实证说明。我们从理论和实践两方面对客户扩展过程、其潜在状态以及客户体验维度在状态转换中的作用进行了深入研究。

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引用次数: 0

Understanding retail media: Perspectives and implications for stakeholders 理解零售媒体：对利益相关者的观点和影响

IF 10.2 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-09-01 DOI: 10.1016/j.jretai.2025.08.005

Koen Pauwels , Ladipo Fagbola

Retail media transforms both the retail and the advertising ecosystem, offering unique opportunities and challenges for consumers, brands, retailers, and regulators. This paper explores retail media through a multi-stakeholder lens, examining its implications from these distinct perspectives. Consumers benefit from personalized shopping experiences but remain concerned about data privacy and ad annoyance. Brand managers see retail media as a critical channel for reaching targeted audiences and driving sales, yet must navigate competitive pressures and incrementality questions. Retailers leverage retail media as a revenue stream and strategic advantage but face the complexities of balancing their roles as platform providers and competitors. Regulators, meanwhile, grapple with ensuring fair competition, data transparency, and consumer protection.

We connect the dots between these four stakeholder perspectives in our dynamic conceptual framework. We link the consumer, brand manager, retailer, and regulator viewpoints in a diamond-shaped model, highlighting shared objectives such as transparency, trust, and innovation. We offer practical advice on these issues based on our retail media experience. Our research questions and review of recent findings underscore the importance of cross-stakeholder collaboration and the need for a balanced approach that maximizes short-term benefits while ensuring long-term value for all participants in the retail media ecosystem

零售媒体改变了零售和广告生态系统，为消费者、品牌、零售商和监管机构提供了独特的机遇和挑战。本文通过多方利益相关者的视角探讨零售媒体，从这些不同的角度审视其含义。消费者从个性化的购物体验中受益，但仍然担心数据隐私和广告烦恼。品牌经理将零售媒体视为接触目标受众和推动销售的关键渠道，但必须应对竞争压力和不断增长的问题。零售商利用零售媒体作为收入来源和战略优势，但面临着平衡平台提供商和竞争对手角色的复杂性。与此同时，监管机构正在努力确保公平竞争、数据透明度和消费者保护。在我们的动态概念框架中，我们将这四个利益相关者的观点联系起来。我们将消费者、品牌经理、零售商和监管机构的观点联系在一个菱形模型中，突出了透明度、信任和创新等共同目标。我们根据我们的零售媒体经验，就这些问题提供切实可行的建议。我们的研究问题和对最近发现的回顾强调了跨利益相关者合作的重要性，以及在确保零售媒体生态系统中所有参与者的长期价值的同时最大化短期利益的平衡方法的必要性

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引用次数: 0

Navigating online order fulfillment failures: Impacts on future customer behavior and the role of retailer mitigation 导航在线订单履行失败：对未来客户行为的影响和零售商缓解的作用

IF 10.2 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-09-01 DOI: 10.1016/j.jretai.2025.04.008

Pedro Amorim , Fredrik Eng-Larsson , Robert P. Rooderkerk

In online grocery retail, out-of-stocks can cause order fulfillment failures. Store-based fulfillment models have heightened this challenge. Here, online customers often receive orders not fulfilled as expected, with products being substituted, partially fulfilled, or reimbursed. When order fulfillment fails, the customer may change future ordering behavior by delaying the next order or by spending less in the online channel. Using data from the online operation of a leading omnichannel grocery retailer, we evaluate the magnitude of impact on the next order when the prior one is not fulfilled as expected. We also explore the role of retailer efforts in mitigating this impact. We find that failures significantly delay the time to the next order by 7.22% on average, with delays becoming more pronounced for non-perishable products. Spending reductions are especially evident when promoted items fail to ship. Mitigation efforts, substitutions in particular, often exacerbate delays and compound the dissatisfaction. Although substitutions help recover lost sales, they negatively impact future customer behavior. This suggests that selective stockout prevention, coupled with improved substitution practices, should be prioritized to optimize economic and customer outcomes.

在网上杂货零售中，缺货会导致订单履行失败。基于商店的履行模式加剧了这一挑战。在这里，在线客户经常收到未按预期完成的订单，产品被替换、部分完成或退款。当订单履行失败时，客户可能会通过延迟下一个订单或减少在线渠道的支出来改变未来的订购行为。利用一家领先的全渠道杂货零售商的在线运营数据，我们评估了当前一个订单未按预期完成时对下一个订单的影响程度。我们还探讨了零售商在减轻这种影响方面的作用。我们发现，失败会显著延迟下一个订单的时间，平均延迟7.22%，对于不易腐烂的产品，延迟变得更加明显。当促销商品无法发货时，支出减少尤为明显。缓解措施，特别是替代措施，往往会加剧延误，加剧不满情绪。虽然替代有助于恢复失去的销售，但它们会对未来的客户行为产生负面影响。这表明，应优先考虑选择性预防缺货，并辅以改进的替代做法，以优化经济和客户结果。

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引用次数: 0

VR retailing: When and why immersion pays off VR零售：沉浸式体验何时以及为何会带来回报

IF 10.2 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-09-01 DOI: 10.1016/j.jretai.2025.04.004

Yunen Zhang , Wei Shao , Sara Quach , Park Thaichon , Qianmin Li

As immersive virtual reality (VR) becomes increasingly integrated into retail, understanding when and why it delivers value over non-immersive alternatives is crucial for making investment decisions. This research identifies the conditions under which immersive VR enhances consumer purchase intention and when non-immersive VR can serve as a cost-effective substitute. The findings demonstrate that immersive VR outperforms non-immersive VR when product interactivity is low, as the immersive environments compensate for limited consumer-product interaction. However, under high interactivity, the effectiveness of immersive VR depends on product type and sensory design. For graspable products, immersive VR consistently facilitates purchase regardless of whether haptic cues are present. In contrast, for non-graspable products, immersive VR only yields an advantage when haptic cues are available. Without such tactile feedback, non-immersive VR becomes equally effective and offers a more resource-efficient solution. These insights challenge the assumption that more immersive technology is inherently better. Instead, the benefits of immersive VR depend on how consumers engage with different products and whether the sensory inputs match embodied expectations. From a managerial perspective, the findings provide a strategic guide for aligning VR investment with product characteristics. Retailers should consider adopting immersive VR selectively, especially in low-interactivity contexts or when presenting graspable products. When product tactility is limited or haptic cues are not feasible, non-immersive VR offers a viable and scalable alternative. This research delivers actionable insights for optimizing VR retail strategies, enabling firms to tailor technology use in ways that enhance consumer understanding and drive purchase outcomes.

随着沉浸式虚拟现实（VR）越来越多地融入零售业，了解它何时以及为什么比非沉浸式替代品更有价值，对于做出投资决策至关重要。本研究明确了沉浸式VR增强消费者购买意愿的条件，以及非沉浸式VR可以作为成本效益替代品的条件。研究结果表明，当产品交互性较低时，沉浸式VR优于非沉浸式VR，因为沉浸式环境弥补了有限的消费者产品交互。然而，在高交互性下，沉浸式VR的有效性取决于产品类型和感官设计。对于可抓取的产品，沉浸式VR始终有助于购买，无论是否存在触觉线索。相比之下，对于不可抓取的产品，沉浸式VR只有在触觉提示可用时才会产生优势。如果没有这种触觉反馈，非沉浸式VR也会变得同样有效，并提供更具资源效率的解决方案。这些见解挑战了“更具沉浸感的技术本质上更好”的假设。相反，沉浸式VR的好处取决于消费者如何与不同的产品互动，以及感官输入是否符合体现的期望。从管理角度来看，研究结果为将VR投资与产品特性相结合提供了战略指导。零售商应该考虑有选择地采用沉浸式VR，特别是在交互性较低的环境中，或者在展示可抓取的产品时。当产品触感有限或触觉线索不可行时，非沉浸式VR提供了一个可行且可扩展的替代方案。这项研究为优化VR零售策略提供了可操作的见解，使公司能够以增强消费者理解和推动购买结果的方式定制技术使用。

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引用次数: 0

Editorial: Navigating retail volatility 社论：应对零售波动

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.05.007

Els Breugelmans , Katrijn Gielens

引用次数: 0

Usage complementarity vs. basket co-occurrence: Discount depth reliance in digitally personalized product recommendations 使用互补性vs.购物篮共生：数字化个性化产品推荐中的折扣深度依赖

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.01.006

Jungsil Choi , Hyun Young Park

The present research investigates how recommending products based on usage complementarity versus basket co-occurrence affects consumers’ purchase decisions. Across seven studies, we find that recommending products based on purchase co-occurrence leads consumers to overly rely on discount depth while neglecting the base price. However, recommending products based on usage complementarity attenuates this tendency. We propose that this occurs because, when products are highly complementary, consumers adopt a comprehensive (vs. topical) mental account that evaluates price information more holistically, considering both discount depths and base prices, thereby reducing the processing bias such as base price neglect. Consistent with our proposal, we find that usage complementarity mitigates another type of processing bias—arising from consumers’ motivation to justify hedonic (vs. utilitarian) purchases—indicating that complementarity promotes a more comprehensive approach to price evaluation. We also find that complementarity triggers a processing style similar to the analytical processing style associated with prevention orientation (vs. promotion orientation), which involves comprehensive price evaluations.

本研究探讨基于使用互补性和购物篮共现性的产品推荐如何影响消费者的购买决策。在七项研究中，我们发现基于购买共现的产品推荐导致消费者过度依赖折扣深度而忽略了基本价格。然而，基于使用互补性推荐产品会减弱这种趋势。我们认为，这是因为当产品具有高度互补性时，消费者会采用一种全面的（相对于局部的）心理账户，更全面地评估价格信息，同时考虑折扣深度和基本价格，从而减少加工偏差，如忽略基本价格。与我们的建议一致，我们发现使用互补性减轻了另一种类型的加工偏差，这种偏差源于消费者为享乐主义（与功利主义）购买辩护的动机，这表明互补性促进了更全面的价格评估方法。我们还发现，互补性引发了一种类似于预防导向（相对于促销导向）相关的分析式处理方式的处理方式，其中涉及全面的价格评估。

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引用次数: 0

Identity discounts 身份的折扣

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.02.007

Heath McCullough , Alex Ricardo Zablah , Leah Warfield Smith

Price discounts present a dilemma for managers. Despite being an effective lever for increasing sales, discounts elicit negative quality perceptions and thus ultimately damage the brand. However, discounts based on the customer's identity, such as senior citizen, military, veteran, student, teacher, first responder, and healthcare worker discounts, are becoming increasingly prevalent. As such, this investigation introduces identity discounts – i.e., price discounts made available to consumers based exclusively on an element of their identity– and explores their novel effects on consumer product responses. Across five studies we find that identity discounts elicit an association between the product and the self, resulting in the creation of psychological ownership. Thus, because psychologically owned and self-associated objects are better liked and receive more favorable evaluations, we find that identity discounts mitigate the otherwise harmful effects of discounting on quality perceptions. However, the present research also reveals that the novel effects of identity discounts are dependent on identity congruence, such that psychological ownership and enhanced product evaluations only result when the promoted identity is deemed desirable (congruent) by consumers. For example, senior citizen discounts create psychological ownership and improve product evaluations when offered to older consumers who embrace the senior citizen identity but are as damaging as traditional discounts when offered to younger seniors who do not. Therefore, while our research suggests retailers should continue to include identity discounts in their promotional toolbox as they can confer benefits that traditional discounts do not, it also offers a cautionary warning: as consumer identities are heterogenous, so too are the effects of identity discounts.

价格折扣使经理们进退两难。尽管折扣是增加销售的有效杠杆，但它会引发对质量的负面看法，从而最终损害品牌。然而，基于客户身份的折扣，如老年人、军人、退伍军人、学生、教师、急救人员和医护人员折扣，正变得越来越普遍。因此，本调查引入了身份折扣——即，仅根据消费者身份的某一要素向消费者提供的价格折扣——并探讨了它们对消费者产品反应的新影响。在五项研究中，我们发现身份折扣引发了产品和自我之间的联系，从而产生了心理所有权。因此，由于心理上拥有和自我相关的物品更受欢迎，并获得更有利的评价，我们发现身份折扣减轻了折扣对质量感知的其他有害影响。然而，本研究也揭示了身份折扣的新效应依赖于身份一致性，因此只有当消费者认为所提升的身份是可取的（一致性）时，心理所有权和增强的产品评价才会产生。例如，老年人折扣在提供给接受老年人身份的老年消费者时，会产生心理所有权，并提高产品评价，但在提供给不接受老年人身份的年轻老年人时，其破坏性与传统折扣一样大。因此，尽管我们的研究表明零售商应该继续将身份折扣纳入他们的促销工具箱，因为它们可以带来传统折扣所没有的好处，但它也提供了一个警告：由于消费者身份是异质性的，身份折扣的效果也是异质性的。

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引用次数: 0

The impact of assortment size and population density on product evaluation 品种大小和种群密度对产品评价的影响

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.02.004

Thuy Pham , Frank Mathmann , Felix Septianto , Mathew Chylinski

E-commerce firms such as Amazon, eBay and JD.com extend large assortments across diverse geographical areas, operating under the assumption that online shopping behavior is unaffected by physical location. However, this assumption is increasingly questioned by two contrasting perspectives. One suggests that consumers in densely populated areas benefit less from large assortments, while another argues that large assortments help consumers regain a sense of control in densely populated environments, which can lead to more positive product evaluations. Analyzing a large-scale e-commerce dataset and conducting two follow-up experiments with incentive-compatible measures, we find strong support for the latter perspective. Consumers in densely (vs. sparsely) populated areas evaluate products chosen from large assortments more positively. These findings suggest that managers can tailor assortments to align with population density or use advertisements featuring densely populated areas to improve the evaluation of products chosen from a large assortment.

亚马逊、eBay和京东等电子商务公司在不同的地理区域扩展了大量的分类，他们的经营假设是在线购物行为不受物理位置的影响。然而，这一假设越来越受到两种截然不同的观点的质疑。一项研究认为，在人口密集地区的消费者从大分类中获益较少，而另一项研究则认为，大分类有助于消费者在人口密集的环境中重新获得控制感，从而对产品做出更积极的评价。通过对大型电子商务数据集的分析，以及对激励兼容措施的两个后续实验，我们发现后一种观点得到了有力的支持。人口稠密地区（相对于人口稀少地区）的消费者对从大量产品中选择的产品评价更积极。这些发现表明，管理者可以根据人口密度定制分类，或者使用以人口稠密地区为特色的广告来提高对从大量分类中选择的产品的评估。

引用次数: 0

Getting the most for a penny: How retailers can best use left-digit effects 物有所值：零售商如何最好地利用左数字效应

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.02.002

Gustavo Schneider , Taehoon Park , Abhijit Guha

When designing price promotions, many retailers employ left-digit effects (i.e., when the price is reduced, it changes the leftmost digit of the price). While left-digit effects can influence consumer evaluations, there is little work that examines for which (i) segments of consumers, or (ii) types of managerially relevant display elements are left-digit changes more effective. This paper builds from the insight that the left-digit effect is a heuristic and then—building from work on heuristics—uses multiple studies to examine individual differences and contextual factors that can enhance the effectiveness of price promotions involving left-digit changes. This paper examines an important substantive domain—price promotions—and proposes contributions to both theory and practice by showing that left-digit effects are stronger (i) for consumer segments that rely more on their feelings when making decisions, (ii) when the retail signage induces arousal, and (iii) when retail signage does not indicate the actual percentage discount. Put another way, noting that left-digit effects can be triggered by merely changing prices by a penny or so, this paper outlines how retailers can “get the most for that penny.”

在设计价格促销时，许多零售商采用左数字效应（即，当价格降低时，它会改变价格的最左边数字）。虽然左数字效果可以影响消费者的评价，但很少有工作检查(i)消费者细分，或（ii）管理相关显示元素的类型是左数字变化更有效。本文从左数效应是一种启发式的见解出发，然后从启发式的工作出发，使用多项研究来检查个体差异和环境因素，这些因素可以提高涉及左数变化的价格促销的有效性。本文研究了一个重要的实质性领域——价格促销，并通过显示左数字效应更强(i)对于在做决定时更依赖于他们的感觉的消费者群体，（ii）当零售标牌引起兴奋时，（iii）当零售标牌没有显示实际折扣百分比时，提出了理论和实践的贡献。换句话说，注意到左数字效应可以通过仅仅改变一便士左右的价格来触发，这篇论文概述了零售商如何“用那一便士得到最多的东西”。

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引用次数: 0

Share of time in omnichannel retailing: Definition and measurement 全渠道零售中的时间分配：定义与测量

IF 8 1区管理学 Q1 BUSINESS

Journal of Retailing

Pub Date : 2025-06-01 DOI: 10.1016/j.jretai.2025.04.001

Syed Mahmudur Rahman , Jamie Carlson , Noman H. Chowdhury , Siegfried P. Gudergan , Martin Wetzels , Dhruv Grewal

The time that consumers spend shopping represents a valuable resource. When consumers engage with multiple omnichannel retailers, they divide this limited resource among them, such that the retailers must compete for shares of consumers’ time. Previous explorations of the effects of time-related variables on consumer behavior rarely address the relative time that consumers devote to different channels associated with competing omnichannel retailers. To introduce this idea, the current research proposes an “omnichannel share of time” (OSoT) concept. With four mixed-method studies, the authors derive and validate an easy-to-administer, four-item measure of OSoT. A nomological network analysis also demonstrates its positive mediating role in the relationship between omnichannel customer experience and customer engagement. By proposing and validating OSoT, this article introduces a valuable tool that retail managers can leverage to evaluate the effectiveness of their customer experience strategies and drive value co-creation through greater customer engagement.

消费者花在购物上的时间是一种宝贵的资源。当消费者与多个全渠道零售商接触时，他们会将有限的资源分配给他们，因此零售商必须竞争消费者的时间份额。以往对时间相关变量对消费者行为影响的研究很少涉及消费者在与竞争的全渠道零售商相关的不同渠道上投入的相对时间。为了引入这一思想，本研究提出了“全渠道时间共享”（OSoT）概念。通过四种混合方法研究，作者推导并验证了一种易于管理的四项OSoT测量方法。法理网络分析也证明了其在全渠道顾客体验与顾客参与之间的正向中介作用。通过提出和验证OSoT，本文介绍了一个有价值的工具，零售经理可以利用它来评估其客户体验策略的有效性，并通过更大的客户参与来推动价值的共同创造。

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引用次数: 0