感知差异化对零售店顾客惠顾与支付意愿影响机理研究被引量：12

Study on the Impact Mechanism of Perceived Differentiation on Retail Customer Patronage and Payment Intention

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摘要本文在零售顾客感知归类模型的基础上构建了顾客感知差异化对惠顾与溢价支付意愿影响机理的理论模型,并通过大规模调查,运用结构方程及回归分析对该模型进行检验。研究结果显示感知差异化与享乐性价值、功用性价值、店铺印象存在正相关关系,而享乐性价值、功用性价值、店铺印象与惠顾意愿、溢价支付意愿的关系受到场所依赖的部分中介作用。本文还发现在高顾客介入情境下,功用性价值对场所依赖的影响程度削弱,店铺印象对场所依赖的影响增强。 This paper has constructed the theoretical model of the impact mechanism of perceived differentiation to retail customer＇s patronage intentions and willingness to pay a premium on the basis of the retail customer perception and categorization model. Through mass survey and the use of structural equation modeling and regression analysis, this paper has tested the theoretical model. The results show that there is positive correlation between perceived differentiation and hedonic value, also with utilitarian value, store image. The correlations among hedonic value, utilitarian value, store image and patronage intentions and willingness to pay premium are mediated by place dependence. This paper has also studied the role of customer involvement, the result showed that in high customer involvement context, the correlation between u- tilitarian value and place attachment would be weakened, would be strengthened. and the correlation between store image and place attachment

作者吴泗宗揭超熊国钺

机构地区同济大学经济与管理学院

出处《经济与管理研究》 CSSCI 北大核心 2011年第4期86-95,共10页 Research on Economics and Management

关键词感知差异化购物价值店铺印象惠顾意愿溢价支付意愿 Perceived Differentiation Shopping Value Store Image Patronage Intention Willingness to Pay a Premium

分类号 F713.55 [经济管理—市场营销]

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