零售店铺环境对消费者惠顾行为的作用机理研究

Research on Function Mechanism of Store Environment upon Patronage Behavior of Consumers

中文关键词:  店铺环境  零售商  消费者  惠顾意向

英文关键词:store environment  retailer  consumer  patronage intention

中文摘要:

      通过构建零售店铺环境对消费者惠顾行为作用机理的理论模型,可以看出店铺环境维度影响着消费者对店铺选择标准的感知,这些标准包括人员服务质量、购物体验成本和商品价值等,而消费者对店铺选择标准的感知又会影响消费者的店铺惠顾意向。零售企业通过对店铺环境中设计因子、社会性因子以及氛围因子的全面优化创新,可以激发消费者的购买欲望,创造独特的竞争优势。

英文摘要:

      Through the establishment of a theoretical model about the function mechanism of store environment upon patronage behavior of consumers, it can be seen that the dimensions of store environment can influence the perception of consumers' criteria in store choice including interpersonal service quality, shopping experience cost and merchandise value, and moreover, the perception of consumers' criteria in store choice will influence consumers' patronage intentions. Retailers should make a comprehensive optimization and innovation in the design factors, social factors and atmosphere factors in store environment, which will arouse consumers' purchasing desire to create a unique competitive advantage.