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| The Logical Construction of Touchpoint Competition Based on the Perspective of Consumer Psychological Distance and Perceived Value |
| LIU Xiangdong，AN Ting |
| Renmin University of China, Beijing, China |
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Abstract This study aims to explore the inherent mechanism of touchpoint competition by analyzing consumers’ touchpoint consumption behavior. After deepening the concept of “touchpoints”, we focus on mobile transaction touchpoints, extend the theoretical logic of store competition and channel competition, and suppose that the core of touchpoint competition lies in the difference in the psychological distance between touchpoints and consumers, and this hypothesis is tested using the stimulus-organism-response model (promotion intensity-perceived value-decision efficiency). Through progressive empirical tests based on real transaction data and experimental data, the results indicate that promotion intensity significantly enhances consumers’ decision efficiency, with perceived value playing an intermediate role. The psychological distance between consumers and touchpoints negatively moderates the promotional effects. Specifically, it negatively moderates the impact of perceived value on decision efficiency, meaning that touchpoints with a shorter psychological distance can increase the marginal benefits of promotions.
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Received: 29 September 2022
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