营销刺激感知对零售商权益影响的实证研究

An Empirical Study on the Impact of Perceived Marketing Stimulations on Retailer Equity: Evidence from 10 Chinese Hypermarkets

文章探讨了营销刺激感知对零售商权益的影响。首先建立了"营销刺激感知对零售商权益影响"的理论模型。在模型中,营销刺激感知影响零售商认知、零售商联想和零售商感知质量,这三个零售商权益维度又与零售商忠诚存在关联。其次,通过武汉大型综合超市顾客的问卷调查,采用基于LISREL统计分析软件的结构方程模型,对理论模型进行了验证。研究发现,便利性、商店声誉、商店设施、感知价格和人员服务通过零售商认知、零售商联想和零售商感知质量对零售商忠诚施加积极的影响,表明这五种营销刺激感知是零售商权益的驱动因素。最后讨论了对零售企业管理零售商权益的启示。

This paper explores the impact of perceived marketing stimulations on retailer equity. A theoretical model is formed, in which the perceived marketing stimulations positively affect three dimensions of retailer equity： retailer awareness, retailer associations and retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the theoretical model. The results indicate that convenience, reputation, physical facilities, perceived price and personnel service positively affect retailer loyalty through the mediating role of other three retailer equity dimensions as antecedents of retailer equity. Some implications of these findings are also discussed finally.