Research on the influencing factors of offline retail transformation based on SOR theory: a case study of Yonghui

关键词:

摘要

This article selects Yonghui Supermarket as the research object and constructs an analytical framework based on SOR theory of "external environmental stimuli organizational perception transformational behavior response" to systematically analyze the influencing factors of traditional retail enterprise transformation. This article uses a mixed research method, combined with case analysis and two different dimensions of questionnaire surveys, to analyze the interaction mechanism between consumers, employees, and corporate behavior.This article finds through research that, at the level of external stimuli, the intensification of e-commerce competition and the upgrading of consumer demand are the core factors promoting transformation. In the internal structure of the enterprise, the core strategy and adaptability to new business models, as well as the smoothness of career development channels, become key limiting factors. In the field of behavioral response, Yonghui has improved its competitiveness through reform measures such as omnichannel integration and digital marketing, but there are still problems such as insufficient consumer experience and insufficient employee innovation incentives.This article expands the application of SOR theory in the field of organizational behavior and reveals the driving mechanism of consumer "experience value" and the balance law of employee "support development". The research results provide theoretical support and practical cases for traditional retail enterprises to cope with digital transformation, and have certain reference value for promoting synchronous upgrading of the entire industry.

文献引用

• 1.Chen Shenglian Discussion on the transformation of the business model of small and medium-sized supermarket chains in the era of "Internet plus" [J]. Business Economics Research, 2016, (14):23-25. 2.Chen Xiaohan Research on the Impact of Short Video Marketing on Consumer Behavior Based on SOR Theory [J]. Modernization of Shopping Malls, 2025, (04):20-22.DOI:10.14013/j.cnki.scxdh.2025.04.022. 3.Chen Zhi, Yan Xinyu, Wang Jieguo Digitalization empowers the transformation of new retail business models - taking Yonghui Supermarket as an example [J]. Finance and Accounting Monthly, 2024, 45 (13): 103-109. DOI: 10.19641/j.cnki. 42-1290/f.2024.13.016 4.Lai Shengqiang Research on Word of Mouth Effect Based on SOR Model [D]. Southwest University of Finance and Economics, 2010 5.Li Fangxuan, Peng Cheng Research on the Mechanism of Social Presence Influencing the Willingness to Pay Premium for Digital Cultural and Tourism Products: Based on SOR Theory [J/OL]. Journal of Central China Normal University (Natural Science Edition), 1-19 [March 28, 2025] http://kns.cnki.net/kcms/detail/42.1178.n.20241225.1725.002.html. 6.Li Yuxia, Zhuang Guijun, Lu Tingyu The Path and Mechanism of Traditional Retail Enterprises Transitioning from Single Channel to Omnichannel: A Longitudinal Case Study Based on Yonghui Supermarket [J]. Journal of Beijing Technology and Business University (Social Sciences Edition), 2021, 36 (01): 27-36 7.Liang Fu, Li Shuwen, Sun Rui The impact of organizational learning on organizational innovation performance from the perspective of SOR [J]. Management Science, 2017, 30 (03): 63-74 8.Liu Xiangdong, He Mingqin, Guo Ai Omnichannel Retail and Store Attractiveness: An Empirical Study of Business Circle Theory in the Digital Age [J]. Business Research, 2023 (03): 7-18 9.Lv Wenrong, Ning Fang Research on Interactive Strategies of Online Education Platforms Based on SOR Comprehensive Behavior Model [J]. Mechatronics Product Development and Innovation, 2024, 37 (02): 233-236 10.Ma Xinyue, Wang Hui Research on the influencing factors of consumers' purchase of e-commerce live broadcast agricultural products: based on the theoretical perspective of SOR model [J]. Jiangxi Agricultural Journal, 2023, 35 (12): 200-207+215. DOI: 10.19386/j.cnki. jxnyzb. 20223.12.028