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交叉购买决定着企业交叉销售及其各种利益的实现。学术界对交叉购买影响因素的讨论已转向关系层面,但关系质量对交叉购买的影响仍尚无定论,这可能与忽略了多样化寻求倾向和无法忍受不确定性两个变量有关。本文借助类比学习理论、刺激水平理论和信息加工理论,构建了关系质量、多样化寻求倾向、无法忍受不确定性与交叉购买关系的理论模型,并利用606个零售顾客的有效样本对所提假设进行实证检验。结果发现:关系质量对交叉购买有显著正向影响,且关系质量的信任维度比满意维度作用较大;多样化寻求倾向对交叉购买有显著正向影响;无法忍受不确定性对交叉购买有显著的负向影响;无法忍受不确定性对关系质量和交叉购买的关系起显著的负向调节作用,而多样化寻求倾向对这种关系的正向调节作用并不显著。本文为理论界关于关系质量和交叉购买关系研究中的争论提出了一个新的解释框架,并能够为零售企业的交叉销售实践提供一定的现实指导。
Cross-buying determines the cross-selling business and the realization of its various benefits. The academic discussion on the influencing factors of cross-purchase has shifted to the relational level. However, the influence of the quality of the cross-purchase on the cross-purchase remains uncertain. This may be related to ignoring the two variables of seeking diversification and intolerance of uncertainty. Based on the theories of analogical learning, stimulus level and information processing, this dissertation constructs a theoretical model of relational quality, diversification of seeking tendencies, unbearable uncertainty and cross-buying relationship. By using the valid samples of 606 retail customers, Conduct empirical test. The results show that the quality of relationship has a significant positive impact on cross-purchase, and the trust dimension of relationship quality has a greater effect than the satisfaction dimension. Diversification seeking tendencies have a significant positive impact on cross-buying; unbearable uncertainty has significant effect on cross-buying The unbearable uncertainty plays a significant negative regulatory role on the relationship between quality and cross-purchase, and the positive effect of diversified seeking tendencies on this relationship is not significant. This article provides a new framework for the theoretical debate on the relationship between quality and cross-buying relationships and can provide some realistic guidance for the cross-selling practice of retailers.