休闲惠顾动机解析——量表的编制及百货店惠顾行为实证研究

Insight into Recreational Motivation of Shopping Trips in Department Store—Scale Development & Dimensions Analysis

零售行业只有科学地研究零售惠顾行为,才能在此基础上制定零售管理和经营的策略。惠顾动机帮助我们解释很多复杂的行为和现象。国外现有的研究对惠顾动机维度的解释尤如丛林,但在国内还没有进行过惠顾动机量表的开发,这使得有关惠顾行为的进一步研究没有基础。本文认为,双维度和多维度观点根本不同之处就是对"休闲娱乐型"动机维度的解析。本文以百货商店惠顾为零售惠顾的任务范围,开发了量表,进行了实证研究。发现休闲娱乐惠顾动机可以细分成七个维度,建议百货店管理者根据目标顾客的动机结构,在营销策略上进行适应性调整。

Retailing industry should realize that retailing management strategy should be based on the scientific research on retailing shopping behaviour. One of the essential concepts in shopping behaviour study is shopping motivation,which helps us in explaining most of the complicated shopping behaviour.The academic research on dimensions of shopping motivation is abundant in foreign conturies. But in China,research on shopping motivation scale development is so absence that we have trouble in in-depth study on shopping behaviour.Discussion on the dimensions of shopping motivation lead to two opinion of “two-dimension” and “multi-dimension”. We note that the difference between these two opinion lies in the explanation on the recreational shopping motivation. So, by focusing on the department store shopping behaviour, we developed an scale and find that there are 7 dimensions in recreational shopping motivation. And based on the findings, we also suggested marketing strategy to the management of department stores.