商品组合价值与溢价支付意愿的关系研究

A Study on Store's Product Assortments and the Willingness to Pay Price Premium

从零售商品组合角度研究了感知价值与溢价支付意愿(WPP)之间的关系,并探讨了情感、行为忠诚和态度忠诚两种忠诚在其中的作用。结果发现,WPP不仅受商品价值影响,还受商品组合价值影响,该效应通过店铺情感和忠诚产生。店铺情感是商品组合价值与忠诚之间一个十分重要的变量。在两种忠诚中,只有态度忠诚会影响WPP。与过去研究结论相反:价值与行为忠诚之间可以没有直接效应,与态度忠诚之间却反而可以直接关联。

We analyze the relationship between perceived value and consumer＇s willingness to pay a price premium（WPP） from the perspective of a retail store＇s assortments.Moreover,we also discuss simultaneously the effects of two types of loyalty： attitudinal loyalty and repurchase loyalty.The result shows that,WPP is affected not only by merchandise value but also by assortments value,the effect of which is made through store affection and loyalty.In the relationship between assortments value and loyalty,store affection is a significant mediator.Additionally,only attitudinal loyalty is related to WPP while repurchase loyalty is not.Contrary to the conclusions in the previous literature,we find that value can be indirectly related to repurchase loyalty through store affection and directly related to attitudinal loyalty.