商业集聚印象与顾客公民行为的关系研究：基于调节定向的视角

Research on Relationship between Retail Agglomeration Image and Customer Citizenship Behavior Based on Regulatory Focus Perspective

中文关键词:  商业集聚印象  顾客认同  调节定向  顾客公民行为

英文关键词:retail agglomeration image  consumer identification  regulatory focus  customer citizenship behavior

中文摘要:

      商业集聚对现代都市、商品集散地以及产业园区的成长与繁荣具有非常重要的促进作用，商业集聚体的实体与经营价值的建立，作为一个空间结构所创造出来的整体氛围，使整体的购物环境得到改善，成为吸引消费者的重要因素。基于顾客认同的视角，以实证研究验证商业集聚印象对顾客认同和顾客公民行为的影响作用，并结合调节定向理论来进一步研究这一影响过程。研究结果显示，商业集聚印象不仅直接显著影响顾客公民行为，而且顾客认同在这个过程中起到部分中介作用，其中调节定向在商业集聚印象与顾客认同之间起到调节作用。

英文摘要:

      Retail agglomeration has a very important role in promoting the concentration of modern commercial city and goods distribution center as well as the growth and prosperity of industrial park. The establishment of retail agglomeration entities and business value, which serves as an overall atmosphere created by a spatial structure, can improve the overall shopping environment and be an important factor to attract consumers. Based on the consumer identification perspective, this paper validates the influence of retail agglomeration image upon consumer identification and customer citizenship behavior (CCB) by empirical research and combines the regulatory focus theory to further study the influence process. The research result shows that not only retail agglomeration image has a significant impact on CCB but also consumer identification plays an intermediary role in the process, in which regulatory focus plays a moderating role between retail agglomeration image and consumer identification.