论文部分内容阅读
顾客对零售商感知差异化的构成维度包括感知商品差异、感知服务差异、感知环境差异及感知促销差异。感知差异化对惠顾意愿的影响机理可概括为感知差异化—购物价值—场所依赖—惠顾意愿四阶段。实证结果显示感知商品差异、感知环境差异及感知促销差异与享乐性价值有正相关关系,感知环境差异和感知促销差异对功用性价值有正相关关系,感知服务差异没对享乐性和功用性价值产生显著影响。此外场所依赖对购物价值和惠顾意愿起着中介作用。
The constitutive dimensions of customer perception of retailer differentiation include perceived product differences, perceived service differences, perceived environmental differences and perceived promotional differences. The mechanism of the impact of perceived differentiation on patronage will be summarized as perceived differentiation - shopping value - place dependency - the four stages of patronage will. The empirical results show that there is a positive correlation between perceived product differences, perceived environmental differences and perceived promotional differences and hedonic values. Perceived environmental differences and perceived promotional differences have a positive correlation with functional value, and perceived service differences have no positive impact on hedonic and utilitarian values Have a significant impact. In addition, the location depends on the shopping value and patronage will play an intermediary role.