摘要
结伴行为日益普遍,其在出行、购物、餐饮、休闲及其他商业领域对消费者的购买决策有着重要的影响.随着大数据时代的到来,人们的行为能够被更加精准、系统地记录,为研究结伴行为提供了有力的工具.本文认为,结伴行为背后蕴含了消费者对高品质生活的追求,有助于推动产品消费升级.本文借助铁路出行的视角,基于成渝铁路的客票销售数据,探究消费者结伴出行对铁路客运产品选择的影响.通过应用赫克曼二阶段模型并控制超过130万名乘客的个体固定效应,本文揭示了结伴出行显著正向影响消费者对高级列车和高等座位的选择.另外,人口统计学特征起着显著的调节作用,女性以及年长者结伴出行更倾向于选择高级列车和高等座位.这些发现不仅为铁路管理提供了新思路,更重要的是揭示了结伴行为对消费升级的正向影响作用,为商业服务和公共管理等广泛领域都提供了重要的参考.企业、单位及政府通过鼓励人们的结伴行为,有利于刺激消费者对优质产品和服务的选择.
The prevalence of group-based behavior has gradually increased in many business scenarios,including travelling,shopping,catering,and leisure activities.Such group-based behavior has the potential to influence consumers’purchasing decision.In the era of big data,human activities are recorded in ways that are far more detailed and systematic than before,which allows us to more accurately investigate the effects of group-based behaviors.We believe that the desire for a high-quality life fundamentally and consumption upgrade motivates group-based behaviors.Leveraging the sales data from Chengdu-Chongqing Railway,we investigate the effect of group travel on the choice of railway products and services.Based on Heckman's two-stage model with controlling for more than 1.3 million passenger fixed effects,our results show that travel with companions will enhance the possibility of choosing high-speed trains and premium seats.Further,such an effect is moderated by gender and age.Specifically,when travelling with female passengers and the elderly,one is more likely to choose high-speed trains and premium seats.These findings not only provide new insights into the railway management,but also suggest a general desire of human being for high-quality life and consumption upgrade beneath the group-based behaviors,which shed light on a wide range of sectors including business services and public administration.Through the encouragement of group-based behaviors,companies,organizations,and governments can stimulate consumers' and citizen's choices for high-quality product and services.
作者
曹炜威
刘圣
李宜威
贾建民
CAO Wei-wei;LIU Sheng;LI Yi-wei;JIA Jian-min(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Faculty of Business,Lingnan University,Hong Kong 999077,China;School of Management and Economics,The Chinese University of Hong Kong(Shenzhen),Shenzhen 518172,China;Shenzhen Research Institute of Big Data,Shenzhen 518172,China;Civil Aviation Flight University of China,Guanghan 618307,China;Key Laboratory of Flight Techniques and Flight Safety,Guanghan 618307,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2020年第2期17-37,共21页
Journal of Management Sciences in China
基金
国家自然科学基金资助重大项目(71490722)。
关键词
结伴
消费升级
大数据
选择行为
高铁
companions
consumption upgrade
big data
choice behavior
high speed rail
