Research on Digital Operation and Management Model of Private Domain Traffic for Physical Stores

Abstract

Against the backdrop of the digital economy, surging customer acquisition costs in the public domain, offline passenger flow loss, and difficulties in precipitating user assets have severely restricted the sustainable development of physical stores. Targeting the industrial drawbacks of fragmented, experience-driven private domain operation lacking quantitative systems in traditional brick-and-mortar stores, this study takes physical retail stores as research samples and carries out empirical research grounded in core theories including human-goods-scenario reconstruction and user lifetime value, alongside grounded theory, structural equation modeling and multi-case triangulation verification methods.

This paper extracts five core dimensions: digital empowerment, full-domain contact point precipitation, refined user operation, data governance and closed-loop performance management. It incorporates user trust and user stickiness as mediating variables, business format type and digital maturity as moderating variables, and constructs an integrated model for digital private domain operation of physical stores. Empirical results indicate that all five dimensions significantly and positively improve private domain operation performance, among which data governance (β=0.423, p<0.001) and refined user operation (β=0.391, p<0.001) exert the strongest driving effects, and both mediating and moderating mechanisms are valid.