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【文献速递】Journal of Retailing，Volume 99, Issue 3, September 2023
资料:李健博 审核:李倩 终审:宫秀双 编辑:李健博
2023年9月的Journal of Retailing有9篇文章，包含的主题有，如何在通货膨胀时期开展营销的研究议程、线上线下广告及其在电话直销中的协同效应、利用手部图像在数字媒介中传达产品重量、利用元分析调查组织认同和一线员工工作绩效的关系、虚拟现实中的嗅觉线索对沉浸感和积极品牌反应的影响、国际化和数字化对杂货店和非杂货零售商业绩的不同作用、通过突出产品种类供应丰富度提升小型零售商对消费者的吸引力、利用元分析检验不同在线推荐代理的表现以及理解特定情境动机调整和动机选择的双重作用对消费者店内行为的影响等。
1.Retailing in times of soaring inflation: What we know, what we don’t know, and a research agenda.
通货膨胀飙升时期的零售业：我们所知道的，我们不知道的以及研究议程
2.Effects of online and offline advertising and their synergy on direct telephone sales.
线上线下广告及其在电话直销中的协同效应
3.Conveying product weight in digital media using a hand image.
利用手部图像在数字媒介中传达产品重量
4.A meta-analytic investigation of the organizational identification–Job performance relationship in the frontlines.
组织认同与一线员工工作绩效关系的元分析调查
5.Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses.
你能闻到（虚拟）玫瑰的味道吗？虚拟现实中的嗅觉线索对沉浸感和积极的品牌反应的影响
6.Internationalization and digitalization: Their differing role on grocer and non-grocer retailer performance.
国际化和数字化：它们对杂货店和非杂货零售商业绩的不同作用
7.Highlighting supply-abundance increases attraction to small-assortment retailers.
突出供应丰富度提升小型零售商对消费者的吸引力
8.Testing the performance of online recommendation agents: A meta-analysis.
检验在线推荐代理的表现：一项元分析
9.Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection.
理解消费者店内行为：特定情境动机调整与动机选择的双重作用
1.Retailing in times of soaring inflation: What we know, what we don’t know, and a research agenda.
通货膨胀飙升时期的零售业：我们所知道的、我们不知道的以及研究议程
作者：Marnik G. Dekimpe, Harald J. van Heerde.
Abstract: Inflation is back - with a vengeance. Following the highly disruptive years of the pandemic, the world has experienced inflation levels not seen for many decades. A “perfect storm” of underlying causes including expansionary monetary and fiscal policies during the pandemic, pent-up demand, supply-demand imbalances and commodity-driven cost pressures due to unfavorable weather conditions in various regions and Russia’s invasion of Ukraine, all conspired to steeply increase consumer price levels around the world. While current inflation levels are not unprecedented (they were even higher in the 1970s and 1980s), the decades-long period of extremely low inflation experienced in most countries means that current inflation rates continue to shock consumers, manufacturers and retailers. Equally, academic research has very little to say about how to conduct marketing in inflationary times, and that is why this paper presents an overview of what we know, what we don’t know and what we argue we should know in the form of a research agenda. We first review key takeaways from prior inflation-focused research in the marketing literature, along with insights that could be derived from related studies that considered other causes of disposable-income reductions. However, given that the inflation literature is sparse, while insights from other forms of disposable-income reduction may not automatically generalize to the current inflationary setting, we identify various knowledge gaps along with a wide-ranging set of questions in need of further research in marketing and retailing. We do so, in the spirit of the Empirics-First approach to relevant knowledge generation, by identifying several frequently used retailer-initiated coping strategies. We subsequently circle back to pertinent prior literature to help with the interpretation of the observed patterns, identify best practices, and warn against potential pitfalls. We hope that this article will inspire cutting-edge research into the consumer-, retailer- and marketing consequences of extreme inflation, a worldwide problem that affects us all and is directly linked to the core role of retailing in the supply-chain channel.
摘要：通货膨胀卷土重来且来势汹汹。在大流行病带来高度破坏的几年之后，世界经历了几十年来未曾见过的通货膨胀水平。这场“完美风暴”的根本原因包括疫情期间扩张性货币和财政政策、被压抑的需求、供需失衡、各地区恶劣的天气条件以及俄罗斯入侵乌克兰导致的大宗商品成本压力，所有这些因素共同导致了全球消费价格水平急剧上涨。尽管当前的通货膨胀水平并非史无前例（在20世纪70年代和80年代通胀水平甚至更高），但大多数国家经历了长达数十年的极低通胀时期，这意味着当前的通胀率仍然令消费者、制造商和零售商感到震惊。同样，关于如何在通货膨胀时期进行市场营销，学术研究也几乎没有提及，因此本文以研究议程的形式概述了我们所知道的、我们不知道的以及我们认为我们应该知道的。本文首先回顾了以往营销文献中以通货膨胀为重点研究的主要结论以及从考虑其他可支配收入减少原因的相关研究中得出的见解。然而，鉴于通货膨胀文献稀少，而从其他形式的可支配收入减少中获得的见解也不一定能自动推广到当前的通货膨胀环境中，因此我们明确了各种知识空白以及需要在市场营销和零售业中进一步研究的一系列广泛问题。为了遵循实证为先的相关知识生成方法，我们首先确定几种常用的零售商应对策略。随后，我们回顾以往相关文献，以帮助解释观察到的模式，确定最佳实践，并警告可能存在的风险。我们希望这篇文章能够激发人们关于极端通货膨胀对消费者、零售商和市场营销影响的前沿研究，因为这是一个影响我们所有人并与零售业在供应链渠道中的核心角色直接相关的全球性问题。
2.Effects of online and offline advertising and their synergy on direct telephone sales.
线上线下广告及其在电话直销中的协同效应
作者：Steven Qiang Lu, Sonika Singh, Nicolas de Roos.
Abstract: Retailers are accelerating direct marketing efforts to reach consumers, and increasingly integrating telephone numbers in online and offline advertisements to generate direct response. The telephone channel is a channel for both lead generation and sales, and yet its effectiveness for direct sales is unexplored. We provide a novel investigation of the effects of online and offline advertising (search advertising, banner advertising, general print advertising and specialty print advertising) on inbound telephone sales using a unique channel-specific telephone sales dataset. We make four findings: banner advertising, typically suited for exposure-based objectives in online and offline channels, is in fact more effective than search advertising to influence inbound telephone sales in both the short term and long term; print advertising is useful for generating inbound telephone sales; there are synergies for advertising in general (non-product focused) and specialty print (product focused) media; and online advertising is complementary to offline advertising and influences inbound telephone sales from print media. These results highlight that the combinations of advertising sources that effectively generate inbound telephone sales are different from those observed to influence sales in other channels, and have important managerial implications.
摘要：零售商正在加大直复营销力度以接触消费者，并且越来越多地将电话号码整合到线上和线下广告中，以产生直接反应。电话渠道既是潜在客户生成的渠道，也是销售渠道，但其在直销中的有效性却尚未得到探索。我们通过使用独特的特定渠道电话销售数据集，进行了一项关于线上和线下广告（搜索广告、横幅广告、普通平面广告和专业平面广告）对呼入电话销售影响的新颖调查。我们得到了四个结论：横幅广告通常适用于线上和线下渠道中以曝光为目标的广告，在短期和长期影响电话呼入的销售中，它实际上比搜索广告更有效；平面广告对产生电话呼入销售很有用；普通（非以产品为重点）和专业（以产品为重点）的平面广告存在协同效应；线上广告与线下广告形成互补并且影响了平面媒体的电话呼入销售。这些结果强调能有效产生电话呼入销售的广告信息来源组合不同于观察到的影响其他渠道销售的广告信息来源组合，并且其对管理具有重要意义。
3.Conveying product weight in digital media using a hand image.
利用手部图像在数字媒介中传达产品重量
作者：Subhash Jha, M.S. Balaji, Joann Peck.
Abstract: The present research examines the role of the image of a hand in an online product evaluation. Through eleven studies (i.e., six in the manuscript and five in the Web Appendix), we show that, when a hand image is depicted in an unsupported holding position (i.e., lifting a product), consumers’ confidence in their judgment of the product’s weight is enhanced. This outcome increases product evaluation, purchase intention, and product choice. The hand image effect is mediated by a mental representation of a haptic experience (i.e., haptic imagery). Additionally, we show that an image of a hand in an unsupported holding position increases consumers’ confidence in the product’s weight, while other hand positions or their absence do not have a similar impact. Online retailers can use our findings to employ hand images to influence the evaluations and purchase intentions of products in which weight is a salient haptic attribute.
摘要：本研究探讨了线上产品评估中手部图像的作用。通过11项研究（即论文中的6项研究和网络附录中的5项研究），研究表明，当手部图像以无支撑的握持姿势（例如举起产品）呈现时，消费者对产品重量判断的信心得以增强。同时这一结果提升了产品评估、购买意愿和产品选择。手部图像效应是由触觉体验的心理表征（即触觉意象）中介的。此外，我们还发现，当手部图像处于无支撑握持姿态会增加消费者对产品重量的信心，而其他的手部姿态或缺失手部姿态则不会产生类似的影响。线上零售商可以利用我们的发现，使用手部图像来影响消费者对重量作为显著触觉属性产品的评估和购买意愿。
4.A meta-analytic investigation of the organizational identification – Job performance relationship in the frontlines.
组织认同与一线员工工作绩效关系的元分析调查
作者：Na Young Lee, Alex R. Zablah, Stephanie M. Noble.
Abstract: Organizational identification (OI)–which is defined as a sense of oneness with the organization–has consistently been found to increase frontline employee (FLE) job performance. However, whether these performance gains are uniform across different types of frontline jobs (e.g., retail clerks vs. financial advisors) and performance outcomes (e.g., behavioral vs. financial) has yet to be determined. Consequently, frontline managers lack the guidance necessary to decide whether or when they should prioritize investments in OI as a mechanism for achieving organizational performance goals. We begin to redress this knowledge gap through a meta-analytic investigation of the OI-FLE performance relationship, which reveals: (a) an overall positive effect of OI on FLE job performance, (b) job meaningfulness (i.e., job autonomy, skill variety and task significance) weakens the OI-FLE job performance relationship, and (c) this weakening is more pronounced in the case of behavioral and customer (but not financial) performance outcomes. Our study findings thus suggest retail managers should prioritize investments in OI when their goal is to promote desirable FLE behaviors and in situations where the work cannot be made meaningful due to job design constraints (e.g., when providing FLEs autonomy is not possible because the work must be performed in a prespecified manner at a predetermined time).
摘要：组织认同（Organizational Identification，OI）被定义为与组织的一体感，一直被认为能够持续提高一线员工（Frontline Employee，FLE）的工作绩效。然而，在不同类型的一线工作（例如，零售店店员和财务顾问）和绩效结果（例如，行为结果与财务结果）中，这些绩效提升是否一致尚待确定。因此，一线管理人员缺乏必要的指导，来决定是否以及何时应优先将投资OI作为实现组织绩效目标的机制。我们通过对OI-FLE绩效关系进行元分析研究来弥补这一知识空白，结果显示：（a）OI对FLE工作绩效有总体上的积极影响；（b）工作意义（例如工作自主性、技能多样性和任务重要性）削弱了OI-FLE工作绩效关系；（c）这种削弱在行为和顾客的（而非财务）绩效结果中更为明显。因此，我们的研究结果建议，在零售管理中，当目标是促进期望的FLE行为，并且由于工作设计限制而无法使工作变得有意义时（例如，由于工作必须按预定时间以预定方式执行，无法给予 FLE 自主权），管理者应优先考虑对OI进行投资。
5.Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses.
你能闻到（虚拟）玫瑰的味道吗？虚拟现实中的嗅觉线索对沉浸感和积极品牌反应的影响
作者：Kirsten Cowan, Seth Ketron, Alena Kostyk, Kirk Kristofferson.
Abstract: Virtual reality (VR) has grown in popularity and technological ability, offering wider potential for retailers to immerse consumers in branded experiences. On the industry side, experts argue that integration of olfactory cues is the next big development for VR as such cues have the potential to improve immersion – the feeling of being ‘plugged into’ the experience – and possibly elicit positive brand responses. Despite its promise, integration of olfactory cues also has its challenges, such as financial costs and conflicting evidence of their effects in traditional retail contexts. Unfortunately, research has yet to explore the integration of olfactory cues in VR and offer insight to retailers and scholars. To address this deficit, this research builds upon the concept of immersion and integrates flow theory to explore the interplay and additive nature of olfactory stimuli and VR. We employ four studies using a variety of both ambient (i.e., actual scents) and imagined (i.e., prompted through description) olfactory cues in field (i.e., Facebook A/B testing), online, and laboratory settings. Our findings show through both measured mediation and moderation that in retail-centric VR environments, the presence (vs. absence) of olfactory cues heightens immersion. In turn, immersion elicits flow, which improves brand responses. Our research contributes to the sensory marketing and VR literatures and offers recommendations to retailers seeking to build or expand their VR strategies.
摘要：虚拟现实（Virtual Reality，VR）的普及程度和技术能力不断提高，为零售商提升消费者在品牌体验中的沉浸感提供了更广阔的空间。在行业方面，专家们认为，融入嗅觉线索是虚拟现实的下一个重大发展，因为这些线索有可能提高沉浸感——即“融入”体验的感觉——并有可能引起积极的品牌反应。尽管前景广阔，但融入嗅觉线索也面临着挑战，例如财务成本和在传统零售环境中的效果相互矛盾的证据。遗憾的是，以往研究尚未探索嗅觉线索在VR中的融入并为零售商和学者提供见解。为了弥补这一不足，本研究基于沉浸感概念，结合心流理论，探索了嗅觉刺激与VR的相互作用和补充功能。我们进行了四项研究，在现场（即 Facebook A/B测试）、在线和实验室场景中使用了各种环境（即实际气味）和想象（即通过描述提示）的嗅觉线索。通过测量中介变量和调节变量，我们的研究结果表明，在以零售为中心的VR环境中，嗅觉线索的存在（相比于不存在）会增强沉浸感。进一步，沉浸感会引发心流，从而提高消费者对品牌的互动。我们的研究为感官营销和VR研究做出了贡献，并为寻求建立或扩展其VR战略的零售商提供了建议。
6.Internationalization and digitalization: Their differing role on grocer and non-grocer retailer performance.
国际化和数字化：它们对杂货和非杂货零售商业绩的不同作用
作者：Georgios Batsakis, Vasilis Theoharakis, Chengguang Li, Palitha Konara.
Abstract: This study investigates the interplay between two critical phenomena in retailing, i.e., internationalization and digitalization, while accounting for retail sector differences. On one hand, internationalization allows retailers to access a wider range of markets, and on the other, digital channel expansion enhances customer reach and convenience within international markets. More specifically, we examine the relationship between retailer internationalization and performance (I-P relationship), and how this relationship is contingent upon the idiosyncrasies of retail sectors (i.e., grocery vs. non-grocery), digitalization, and their combined effects. Building on the liability of foreignness perspective, we first argue that the I-P relationship is U-shaped, because internationalizing retailers initially incur greater costs in their international expansion owing to their unfamiliarity with foreign markets, but as their foreign presence increases, they benefit from greater market power, experience, and scale economies. Then, we contend that as grocers suffer from higher levels of liability of foreignness due to increased requirements for host country embeddedness, non-grocers benefit more from internationalization with any gains and losses further amplified by digitalization. Hypotheses are tested against a panel of the 234 largest international retailers in the world over a 21-year period (1997–2017) and findings support the conjectures.
摘要：本研究探讨了零售业中的两个关键现象（即国际化和数字化）之间的相互作用，同时考虑了零售业的差异。一方面，国际化使零售商能够进入更广泛的市场；另一方面，数字化渠道的扩展增强了国际市场上客户的覆盖范围和便利性。具体而言，我们研究了零售商国际化与绩效之间的关系（I-P关系），以及这种关系如何取决于零售行业的特殊性（即杂货与非杂货）、数字化及其联合效应。基于外商劣势的视角，我们首先论证了I-P关系是呈U型的，因为国际化的零售商最初由于不熟悉国外市场而在国际扩张中付出了更大的成本，但随着国外业务的增加，他们会从更大的市场力量、经验和规模经济中获益。另外，我们认为，由于东道国根植性壁垒要求较高，杂货商会承受更多的外商劣势，而非杂货商会从国际化中获益更多，数字化也进一步扩大他们的收益和损失。我们对全球最大的234家国际零售商在21年间（1997年至2017年）的面板数据进行了检验，研究结果支持了上述假设。
7.Highlighting supply-abundance increases attraction to small-assortment retailers.
突出供应丰富度提升小型零售商对消费者的吸引力
作者：Yangjie Gu, Yuechen Wu.
Abstract: Over the past few years, traditional big-box retailers such as Walmart and Target have increasingly opened small-format stores. Venturing into small-format retailing requires a rethink of product assortment, as this strategy involves truncating assortment variety. Literature suggests that consumers are less attracted by retailers that offer a small variety of product options, as small assortments are associated with the fear of not having much choice, which threatens consumers’ need for personal control. The present paper provides small-size retailers or service providers with an approach to enhance the attractiveness of their assortments. With six studies the authors show that highlighting supply abundance—by creating a sense of abundant availability of each product option within an assortment—compensates for the lowered sense of personal control that consumers may experience with a small assortment. Consequently, it enhances consumers’ evaluation of small assortments. The positive effect of supply abundance is mitigated when consumers review a large assortment or when product options are highly curated, as sense of personal control has likely been satisfied in those cases.
摘要：在过去几年里，沃尔玛和塔吉特等传统大型零售商越来越多地开设了小型店铺。进军小型零售业需要重新思考产品组合，因为这一战略涉及到缩减产品种类。有文献表明，消费者对提供少量商品选择的零售商不太感兴趣，因为产品种类少与选择受限担忧有关，这威胁到消费者对个人控制的需求。本文为小型零售商或服务提供商提供了一种提高商品组合吸引力的方法。作者通过六项研究表明，在一个产品种类中营造出每种产品都有丰富的产品选项的感觉来突出供应丰富度，可以弥补消费者在产品种类较少时个人控制感降低的情况。因此，这一策略提高了消费者对小型产品组合的评价。当消费者可以看到多种产品或产品选项被精心策划时，供应丰富度的积极作用就会减弱，因为在这些情况下，个人控制感很可能已经得到了满足。
8.Testing the performance of online recommendation agents: A meta-analysis.
检验在线推荐代理的表现：一项元分析
作者：Markus Bluti, Arezou Ghiassaleh, Cheng Wang.
Abstract: Many retailers (e.g., Amazon, Walmart) use various types of online recommendation agents (RAs) on their websites to suggest goods and services to consumers. These RAs screen millions of options to ease consumers’ information search and evaluation. To determine which RA types best support consumers’ efforts, the present research reports a meta-analysis of perceived recommendation quality research, a key performance metric that gauges RAs from consumers’ perspectives. To test the framework derived from this meta-analysis, the authors rely on data gathered from 32,172 consumers, reported in 122 samples. The results affirm that some RAs perform better than others in leveraging the effects of perceived recommendation quality on consumers’ decision-making satisfaction, RA satisfaction, and intention to use the RA in the future. The best performing RAs feature specific algorithms (i.e., collaborative filtering, interactive RAs, and self-serving recommendations), recommendation presentations (i.e., solicited recommendation), and data sources (i.e., location-based and social network–based RAs). Moreover, the results suggest that some RAs perform better than others in leveraging the effects of decision-making and RA satisfaction on future use intentions. These insights advance RA theory and provide guidance for managers, with regard to choosing the optimal RA.
摘要：许多零售商（如亚马逊、沃尔玛）在其网站上使用各种类型的在线推荐代理（Recommendation Agents，RAs）向消费者推荐商品和服务。这些RAs会筛选数百万个选项，以便减轻消费者信息搜索和评估。为了确定哪种类型的RAs能够最有力地支持消费者的努力，本研究对感知推荐质量相关研究进行了元分析，这是从消费者的角度衡量RAs的关键绩效指标。为了检验从元分析中得出的框架，作者们利用了从122个样本中收集到的32172名消费者的数据。结果证实，一些RAs在利用感知到的推荐质量对消费者决策满意度、RA满意度和未来使用RA的意愿的效果比其他RAs表现更好。表现最好的RAs具有特定的算法（即协同过滤、交互式RAs和自助推荐）、推荐展示（即征求推荐）和数据源（即基于位置和社交网络的RAs）。此外，研究结果表明，一些RAs在利用决策和RA满意度对未来使用意图的影响方面比其他RA表现得更好。这些见解推动了 RA理论的发展，并为管理者选择最佳RA提供了指导。
9.Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection.
理解消费者店内行为：特定情境动机调整与动机选择的双重作用
作者：Soumya Mukhopadhyay, Akshaya Vijayalakshmi, Shailendra P. Jain.
Abstract: Understanding purchase motivations is vital but challenging due to their unobservable, concomitant, and dynamic nature. Recent research has proposed frameworks to examine their impact on choice by treating motivations as latent states. This study contributes to this line of research by introducing the notion of “episode-specific motive adjustment,” that accounts for variations in consumers’ willingness to pursue specific motives during a shopping trip. Utilizing this concept, the study uncovers valuable insights into how different types of purchase motivations influence consumer product interactions and choices. Analyzing a comprehensive dataset from multiple Indian cities, the research contributes to a theoretical understanding of and practical applications for businesses seeking to comprehend and influence consumer behavior. Theoretically, we show that consumers display diverse patterns of in-store product engagement behavior as they adjust the intensity of instrumental and experiential motives across purchase episodes. Furthermore, we illustrate that the relationship between willingness to pursue a motive (motive intensity) and the likelihood of making a choice follows distinct functional patterns. We highlight the significance of considering individual-level heterogeneity and dynamic behavioral patterns to enhance consumer experiences and purchase decisions. Practically, this research identifies the key drivers that influence motive intensity in stores, providing managers with insights to optimize store layouts and effectively influence consumer purchase motives that align with their business objectives. Emphasis is placed on context-specific strategies, as the impact of these drivers varies with purchase context.
摘要：理解消费者购买动机至关重要，但由于其不可观测性、伴随性和动态性，使这一过程具有挑战性。最近的研究提出了一些框架，通过将动机视为潜在状态来研究其对选择的影响。本研究引入了“特定情境动机调整”的概念为这一研究领域做出了贡献，该概念解释了消费者在购物过程中追求特定动机的意愿变化。利用这一概念，研究揭示了不同类型的购买动机如何影响消费者的产品互动和选择，并提供了有价值的见解。通过分析来自印度多个城市的综合数据集，本研究为寻求理解和影响消费者行为的企业提供了理论和实践应用的贡献。从理论上讲，我们的研究表明，消费者会在不同的购买情境中调整工具性和体验性动机的强度，从而表现出多样化的店内产品参与行为模式。此外，我们还说明了追求动机的意愿（动机强度）与做出选择的可能性之间的关系遵循不同的功能模式。我们强调考虑个体差异和动态行为模式的重要性，进而提升消费者体验和促进购买决策。在实践中，这项研究确定了影响店内动机强度的关键驱动因素，为管理者提供了优化商店布局并有效影响与其业务目标相符的消费者购买动机的见解。由于这些驱动因素的影响因购买情境而异，因此重点需要关注特定情境下的策略。
原文链接：https://www.sciencedirect.com/journal/journal-of-retailing/vol/99/issue/3
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