商店环境、购物价值与零售商品牌权益的关系研究

将消费者购物价值作为中间变量纳入商店环境与零售商品牌权益的关系模型中,并以超级市场为对象进行了实证分析,结果发现:设计因子和氛围因子只对享乐型价值有显著影响,社会因子对功利型和享乐型价值均有显著影响,其中,社会因子对购物价值的影响程度最大。同时,功利型和享乐型价值对零售商品牌资产的形成均有显著直接影响,但享乐型价值的影响程度更大。

In this study,shopping value is considered as an intermediate variable and is placed into the relationship model between store environment and retailer brand equity.This paper conducts an empirical analysis on the supermarket.It has been found that designing factor and ambient factor have obvious effects on hedonic value,and social factor has obvious effects on both utilitarian value and hedonic value,of which social factor has the greatest effect on shopping value.Meanwhile,utilitarian value and hedonic value have obvious and direct effects on retailer brand equity,but greater effects on hedonic.