购物效用影响消费者对超市选择的实证研究

Empirical Research on How Shopping Utilities Influence Consumers′ Decision-making for Selection of Objective Supermarkets

不同形态的超市,如大卖场、中型超市、便利店给消费者提供的购物效用具有较大的差别,超市消费者的购物效用影响其择店决策,而不同群体的消费者之间也具有显著的需求差别,超市可以据此制定竞争策略。

The utilities that different forms of supermarkets,such as hypermarkets,medium-sized supermarkets and convenience stores provide have large differences.Shopping utility of supermarkets consumers affects their decision-making for selection of objective supermarkets,and between different groups of consumers the needs are significantly different,so the supermarket should lay down competitive strategy accordingly.