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11214 
5789截至2016年底，国内实体零售企业中已经有45.3%的企业正在实施或是已经完成“上线”战略。但是，迄今为止相关研究还没有对实体零售企业“上线”后经营绩效的变化进行机制分析与实证检验，因此无法充分揭示实体零售企业“上线”后经营绩效变化的方向与成因。本文通过营销学中的成熟理论来进行推导演绎，提出了一个针对多渠道零售企业O2O协同效应的研究框架。随后，通过基于顾客RFM面板数据的Koyck模型对顾客线上、线下活跃度与消费金额的交互关系进行了实证分析，并且进一步考察了会员等级对相关影响路径的调节效应。通过本文的研究可知，实体零售渠道企业在“上线”后，只要具备了线上与线下共通的品牌体系与会员系统，顾客线上（线下）消费金额与活跃度的提升，就不但不会对线下（线上）造成负面影响，还会增加当期以及滞后期的线下（线上）消费金额与活跃度，从而提升零售企业整体的经营绩效。
多渠道零售企业O2O战略的协同效应研究——基于顾客RFM面板数据的实证分析
摘要
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引用本文
董晓舟, 晁钢令. 多渠道零售企业O2O战略的协同效应研究——基于顾客RFM面板数据的实证分析[J]. 外国经济与管理, 2018, 40(8): 71-86.
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