Abstract This study investigates the impacts of cross-buying behavior in an online shopping mall where customers can purchase from additional product categories from various independent stores. We focus on the extent to which store loyalty and relationship duration moderate the cross-buying effects on three behavioral traits: customers’ purchase rate, lifetime duration, and spending. The results reveal that customers who engage in cross-buying more intensely purchase more frequently, have longer expected lifetime duration, and spend higher amounts in each transaction. The impacts on purchase frequency and customer retention are even greater for customers who exhibit higher behavioral loyalty toward some stores. However, store loyalty is found to weaken the association between cross-buying and average spending. Further, relationship duration appears to weaken the effects of cross-buying on purchase rate and spending. These results provide new insights into the impacts of cross-buying on customer value as well as managerial implications for shopping mall owners.

中文翻译：

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跨商店交叉销售还是在商店内交叉销售？网上商城交叉购买行为的影响

摘要 本研究调查了在线购物中心中交叉购买行为的影响，在该购物中心，客户可以从各个独立商店的其他产品类别中购买。我们关注商店忠诚度和关系持续时间在多大程度上调节交叉购买对三个行为特征的影响：顾客的购买率、终身持续时间和消费。结果表明，参与交叉购买的客户购买频率更高，预期寿命更长，并且在每笔交易中花费的金额更高。对于对某些商店表现出更高行为忠诚度的客户，对购买频率和客户保留率的影响甚至更大。然而，发现商店忠诚度会削弱交叉购买和平均支出之间的关联。更多，关系持续时间似乎削弱了交叉购买对购买率和支出的影响。这些结果为交叉购买对客户价值的影响以及对购物中心业主的管理影响提供了新的见解。