营销刺激感知对零售商权益的影响:商店知识的视角

Impact of Perceived Marketing Stimuli on Retailer Equity:Perspective of Store Knowledge

本文从商店知识的视角探讨了营销刺激感知对零售商权益的影响。首先,我们将零售商权益维度整合成商店知识和零售商忠诚两个构件,并提出了"营销刺激感知对零售商权益影响"的理论模型。在模型中,营销刺激感知影响商店知识,商店知识又与零售商忠诚存在关联。我们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,对研究假设进行了验证。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商店知识对零售商忠诚施加积极的影响,表明这5种营销刺激感知是零售商权益的驱动因素。最后我们讨论了对零售企业管理零售商权益的启示。

This study explores the impact of perceived marketing stimuli on retailer equity from perspective of store knowledge. Basing integration of retailer equity dimensions into two constructs： store knowledge and retailer loyalty, the authors propose a theoretical model in which perceived marketing stimuli positively affect store knowledge, that is, retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the research hypotheses. The results indicate that convenience, reputation, physical facilities, perceived price and personnel service positively affect retailer loyalty through the media- ting role of store knowledge as antecedents of retailer equity. Some implications of findings are also discussed finally.