交叉购买的内涵、影响因素及作用结果:一个文献综述

Literature Review on Concept, Influencing Factors and Effects of Cross-buying

中文关键词:  交叉购买  关系营销  忠诚  关系质量  关系长度

英文关键词:cross-buying  relationship marketing  loyalty  relational quality  relational age

中文摘要:

      在服务与关系营销领域中,交叉购买的重要性不断增长。何谓交叉购买,交叉购买的影响因素有哪些,交叉购买会产生怎样的结果,文章围绕这三个问题对研究交叉购买的以往文献进行了系统的梳理和评述,从产品维度和时间维度对交叉购买的概念进行了区分,基于“前因变量—中介变量和调节变量—结果变量”的框架构建了交叉购买影响因素和作用结果的理论模型,并对未来研究进行了展望,以期为开发促使顾客购买其他产品的有效战略提供有价值的营销洞见。

英文摘要:

      Cross-buying has been of ever-increasing importance in the field of service and relationship marketing. What is cross-buying,what are the influencing factors of cross-buying, and what are the results of cross-buying, are the three theme questions this paper focuses on to provide a systemic literature review and comment on cross-buying, with a clear distinction of cross-buying concept from product dimension and time dimension respectively, and constructs a theory model of influencing factors and exercising results of cross-buying based on the framework of “antecedent variables & intermediate variables” and “intervening variables & result variables”. This paper also makes a prospect on future research with the purpose to provide a valuable marketing insight into how to develop effective strategies stimulating the customers to purchase additional products.