店铺形象和店铺位置在O2O环境中还重要吗？

doi:10.16381/j.cnki.issn1003-207x.2020.06.016

摘要/Abstract

摘要： O2O模式，因为其能够通过渠道间的整合充分发挥线上和线下渠道各自的优势，为企业带来更高的利润和客户保留率，而受到很多企业的追捧。而渠道整合的过程中店铺形象、店铺位置是否还会发挥作用等问题还没有明确的答案。本研究应用网络数据爬虫和问卷调查的方法，收集了北京市西城区、朝阳区、海淀区、东城区的148家开展了在线外卖服务的餐馆数据，利用Smart PLS2.0对数据分析后发现，在O2O环境中，店铺形象尤其是线上店铺形象对渠道整合、企业绩效都发挥着重要的作用，而店铺位置是调节渠道整合的一个重要因素。这些研究发现不仅增加了我们对渠道整合环境中店铺形象、线下店铺位置作用的认识和理解，对开展O2O业务的企业也有着重要的借鉴和参考价值。

关键词: 店铺形象, 店铺位置, O2O, 渠道整合

Abstract: O2O has become a common mode which adopted by many companies, because them widely believed that the integration of channels in the O2O model can play the full advantages of online and offline channels of each other, and bring higher profits and customer retention rates. Store image can be think of an attraction which displayed by store through commodity, atmosphere and display, etc, which can prompt consumers to make positive judgment on the quality of goods provided by store, generate trust in store, and induce consumers’ purchase intention, playing an important role for store.In the O2O context, store not only have an offline store image, but also have an online store image. They will exert their influence on consumers and attract them to patronize independently. In addition, store location also plays a crucial role in traditional business. Good store location enables store to contact and attract a large number of customers, and improves the potential sales volume of retail store. In the fierce competitive environment, small differences in store location also have a significant impact on market share and profit margin. However,in the O2O environment, what role do online and offline store images play in firm performance? Will online and offline store image promote channel integration? Is the location of the offline store still important in the O2O environment? There are no clear answers to those questions. In order to answer these questions, this study be conducted. Firstly, 148 online takeout restaurants’ data have been collected through online data crawling and questionnaire survey, whose location in Xicheng District, Chaoyang District, Haidian District and Dongcheng District of Beijing. Secondly, Smart PLS2.0 is used to data analysis. Finally, several results are found. The findings show that the offline store image have no influence to online store image,channel integration and firm performance. But, the online store image, plays an important role in channel integration and firm performance, which can promote the channel integration and improve the firm performance.Store location can significant moderate the relationship between integration of channels and online store image. These findings increase our understanding of the role of store image and offline store location in the O2O context.And those findings told O2O firms that not a good offline image can naturally generate a good online store image,promote the integration of channels and improve the firmperformance,but need firms timely adjust their own product processing and distribution plan, so as to meet the needs of consumers.Furthermore, good store location in O2O environment is still important for firms because it can promote the integration of channels.

Key words: store image, location, O2O, channel integration

中图分类号:

F713.5

何迎朝, 徐以汎, 王凯. 店铺形象和店铺位置在O2O环境中还重要吗？[J]. 中国管理科学, 2020, 28(6): 171-181.

HE Ying-zhao, XU Yi-fan, WANG Kai. Do Store Image and Location Matter in O2O Context?[J]. Chinese Journal of Management Science, 2020, 28(6): 171-181.

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