The Logical Construction of Touchpoint Competition Based on the Perspective of Consumer Psychological Distance and Perceived Value
This study aims to explore the inherent mechanism of touchpoint competition by analy-zing 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 psycho-logical distance between touchpoints and consumers,and this hypothesis is tested using the stimulus-organism-response model(promotion intensity-perceived value-decision efficiency).Through progres-sive empirical tests based on real transaction data and experimental data,the results indicate that pro-motion intensity significantly enhances consumers'decision efficiency,with perceived value playing an intermediate role.The psychological distance between consumers and touchpoints negatively moder-ates the promotional effects.Specifically,it negatively moderates the impact of perceived value on de-cision efficiency,meaning that touchpoints with a shorter psychological distance can increase the mar-ginal benefits of promotions.
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