传统线下零售商转向社区团购计划意向的实证研究:推拉移动模型

IF 7.1 3区 管理学 Q1 BUSINESS Electronic Markets Pub Date : 2024-02-29 DOI:10.1007/s12525-024-00702-6
Zihan Guan, Xiaoran Shi, Huajing Ying, Ruhui Xue, Xiaojiao Qiao
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引用次数: 0

摘要

为了进入线下渠道,社区团购(CGB)平台通常会招募团长来完成相应的任务(即创造新客户、信息传播、市场营销和商品交付)。团长的主要类型是传统的线下零售商,他们在社区中经营便利店,被视为平台、商家和消费者三方之间的核心纽带。本研究借鉴 PPM 理论和 TAM 模型,旨在探究传统线下零售商接受平台招募并承担 CGB 项目群主角色的转换意向。通过收集 365 名受访者的原始数据,我们建立了一个结构方程模型并进行了实证分析。结果表明,推力和拉力因素都对便利店店主的转换意向产生了积极影响,而感知风险(即停泊因素之一)则阻碍了转换意向的产生。然而,转换成本作为另一个锚定因素,对转换意向的预测并不显著。推-拉-锚定(PPM)模型中的这些附加构念大大有助于加深对传统线下零售商转向社区团购意向的理解,并可为团购平台提供一些管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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An empirical study on traditional offline retailer’s switching intention towards community-based group buying program: A push–pull-mooring model

To enter the offline channel, the community-based group buying (CGB) platform usually recruits group leaders to perform corresponding tasks (i.e., creating new customers, information disseminating, marketing, and goods delivering). A major type of group leader is the traditional offline retailer, who runs a convenience store in the community and is considered as the core bond among three parties, namely, platforms, merchants, and consumers. Drawing upon the PPM theory and TAM model, this study aims to investigate the switching intention of traditional offline retailers to embrace platform’s recruitment and undertake group leader roles towards the CGB program. With primary data collected from 365 respondents, we establish a structural equation model and conduct the empirical analysis. Results suggest that both push and pull factors exert positive effects on convenience storekeepers’ switching intention, while the perceived risk (i.e., one of the mooring factors) hinders the switching intention. However, switching cost, as another mooring factor, does not significantly predict the switching intention. These additional constructs in the push–pull-mooring (PPM) model are considerably helpful for improving the understanding of traditional offline retailer’s switching intention towards community-based group buying and could offer several managerial implications for group buying platforms.

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来源期刊
Electronic Markets
Electronic Markets Multiple-
CiteScore
14.80
自引率
15.30%
发文量
85
期刊介绍: Electronic Markets (EM) stands as a premier academic journal providing a dynamic platform for research into various forms of networked business. Recognizing the pivotal role of information and communication technology (ICT), EM delves into how ICT transforms the interactions between organizations and customers across diverse domains such as social networks, electronic commerce, supply chain management, and customer relationship management. Electronic markets, in essence, encompass the realms of networked business where multiple suppliers and customers engage in economic transactions within single or multiple tiers of economic value chains. This broad concept encompasses various forms, including allocation platforms with dynamic price discovery mechanisms, fostering atomistic relationships. Notable examples originate from financial markets (e.g., CBOT, XETRA) and energy markets (e.g., EEX, ICE). Join us in exploring the multifaceted landscape of electronic markets and their transformative impact on business interactions and dynamics.
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