| 杨宜苗,郭佳伟.线上服务互动如何影响口碑推荐——行为惯性的中介作用和优惠待遇的调节作用[J].北京工商大学社科版,2019,34(6):12-22 |
| 线上服务互动如何影响口碑推荐——行为惯性的中介作用和优惠待遇的调节作用 |
| How Online Service Interaction Affects Word-of-mouth Referrals: Intermediary Role of Behavioral Inertia and Moderating Role of Preferential Treatment |
| 投稿时间：2019-04-25 |
| DOI：10.12085/j.issn.1009-6116.2019.06.002 |
| 中文关键词: 服务互动 口碑推荐 行为惯性 优惠待遇 零售商 |
| 英文关键词:service interaction word-of-mouth referral behavioral inertia preferential treatment retailer |
| 基金项目:国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”(18ZDA058)；国家自然科学基金项目“消费者感知零售商创新性:结构测量及对感知价值和消费者忠诚的三重作用路径与边界条件研究”(71872030)。 |
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| 中文摘要: |
| 不同于基于线下医疗或旅游业关注互动导向观念、整体的服务互动或某一服务互动类型与口碑推荐关系的研究,提出了零售业“在线服务互动—行为惯性—口碑推荐”的理论模型,并检验了优惠待遇的调节作用。基于626份在线购物者样本的实证分析结果表明:一方面,在线服务互动直接影响口碑推荐,且三种类型的服务互动的影响大小不同,其中顾客与顾客之间的在线互动影响最大,其次是顾客与在线服务人员之间的互动,顾客与在线平台界面之间的互动影响最小；另一方面,在线服务互动通过行为惯性对口碑推荐产生间接影响,且这种影响会受到优惠待遇的负向强化。在线零售商在服务管理实践中,要强化基于顾客的多层面服务互动,培养在线顾客的行为惯性,实施优惠待遇方案。 |
| 英文摘要: |
| Different from the research on the relationship between service interaction and word-of-mouth referrals based on the concept of interactive orientation, the overall service interaction or one kind of service interaction types in the offline medical or tourism environment, this article proposes a theoretical model of "online service interaction, behavioral inertia and word-of-mouth referrals" in retail industry, and examines the moderating effect of preferential treatment. An empirical analysis based on 626 samples of online shoppers shows the results. On one hand, online service interaction directly affects word-of-mouth referrals, with the influence different in the three types of service interactions. Among them, the interaction between customers and customers is the most impacted, followed by the interaction between customers and online service personnel, with the least impact on the interaction between the customer and the online platform interface. On the other hand, online service interaction has an indirect effect on word-of-mouth recommendations through behavioral inertia, and this effect will be negatively enhanced by preferential treatment. In the practice of service management, online retailers should strengthen the multilevel customer-oriented service interaction, cultivate the behavioral inertia of online customers and implement the preferential treatment schemes. |
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