Online Relationship Formation
Online Relationship Formation
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在线关系形成
DOI：
10.1509/jm.15.0430
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发表时间：
2017-05-01
影响因子：
12.9
通讯作者：
Huang, Minxue
中科院分区：
文献类型：
--
作者：
Kozlenkova, Irina V.;Palmatier, Robert W.;Huang, Minxue
随着网上购物从主要的交易性向更多的关系性发展，卖家的目标是建立在线关系。这篇文章调查了在线关系的形成，确定了形成不同类型的在线关系(单边和互惠)所产生的绩效回报，并测试了最有效的关系建立策略。研究一基于对在线购物社区的纵向买家层面的分析，揭示了买家使用社区、卖家和买家产生的信号来确定合适的关系伙伴，并降低在线购物风险。随着买家获得经验，这些信号的重要性通常会减弱，但当买家形成互惠关系时，这些信号就变得更加重要。研究2评估了在线关系形成(卖方水平分析)对销售的动态收益；互惠关系对销售的影响是卖方发起的单边关系的三倍，持续时间是七倍。研究3是一项实地实验，旨在测试管理者可以采取的利用关系来增加在线销售的策略。线上和线下关系之间的差异所产生的原则，以及这三项研究的结果，形成了一种新兴的在线关系理论。
As online shopping evolves from being primarily transactional to being more relational, sellers aim to form online relationships. This article investigates online relationship formation, identifies the performance payoffs that result from forming different types of online relationships (unilateral vs. reciprocal), and tests the most effective relationship-building strategies. Study 1, based on a longitudinal buyer-level analysis of an online shopping community, reveals that buyers use community-, seller-, and buyer-generated signals to identify suitable relationship partners and reduce online shopping risk. These signals generally diminish in importance as buyers gain experience but become more important when buyers are forming reciprocal relationships. Study 2 evaluates the dynamic payoffs of online relationship formation (seller-level analysis) on sales; the effect on sales of reciprocal relationships is three times greater and lasts seven times longer than that of seller-initiated, unilateral relationships. Study 3 is a field experiment testing managerially actionable strategies for leveraging relationships to grow online sales. Tenets arising from differences between online and offline relationships, together with the results from the three studies, inform an emerging theory of online relationships.