零售企业全渠道发展水平对经营效率的影响路径及效应研究

以中国零售上市公司为样本,在探讨全渠道发展影响企业经营效率路径的基础上,运用内容分析法测度了零售上市公司的全渠道发展水平,并采用Tobit回归对2011—2015年样本企业的面板数据进行了实证分析.研究发现,全渠道发展一方面通过扩大市场、增加消费频率、提升忠诚度和降低管理成本对零售企业的经营效率产生正向影响,另一方面由于成本劣势和渠道劣势的原因也有可能对零售企业的经营效率产生负向的影响,整体而言,全渠道发展水平对零售企业经营效率的影响显著为正,而调节变量互联网发展水平的影响显著为负.因此,零售商既要重视通过发展全渠道提升企业的经营效率,也要在全渠道发展布局时因地制宜,根据当地互联网的普及程度确定全渠道发展的重点.

Research on Path and Effect:Impact of Omni-channel Development on Operational Efficiency in Retail Enterprises

With China''s retail listed companies as sample, this paper explores the impact path of omni-channel development on operational efficiency of enterprises. On that basis, it adopts the content analysis method to measure the development level of omni-channel in China''s retail listed companies. Using the panel data during the years from 2011 to 2015, it makes an empirical analysis by Tobit regression. The research shows that the omni-channel development has a positive impact on operational efficiency of retail enterprises in expanding market share, increasing consumption frequency, enhancing loyalty and reducing management cost. On the other hand, due to cost disadvantage and channel disadvantage, it possibly has a negative influence on operational efficiency of retail enterprises. Generally speaking, the omni-channel development has a significantly positive impact on the operational efficiency of retail enterprises, but the moderator variant Internet development level is obviously negatively related. Therefore, retailers should not only attach great importance to developing the omni-channel to enhance the operational efficiency but also plan the omni-channel development in light of local conditions so as to determine the priority of omni-channel development according to the local degree of Internet popularity.