商店形象、感知价值与顾客惠顾意愿关系研究

A Research on the Relationship between Store Image,Perceived Value and Patronage Intension

商店形象对顾客惠顾意愿的作用机制,一直是营销学界关注的热点。本文以超市消费者为研究对象,运用结构方程模型检验了商店形象、顾客感知价值与惠顾意愿之间的关系。研究结果表明:商品形象、价格形象、促销形象与服务形象对顾客感知功能价值存在显著正向影响;商品形象、促销形象、服务形象及氛围形象对顾客感知情感价值存在显著正向影响;顾客感知功能价值与情感价值均对惠顾意愿有显著正向影响。这些研究结论对零售企业具有管理启示作用。

The research about mechanism of Store image on customer patronage intentions,has been the focus of the marketing profession.This study,with a research object of supermarket consumers,analysis the relationship between store image,customer perceived value and patronage intention through structural equation model.The results reveal that merchandise image,price image,promotion image and service image have significantly positive influence on customer perceived function value;Merchandise image, promotion image,service image and atmosphere image have significantly positive influence on customer perceived emotional value;Customer perceived function value and emotional value have significantly positive influence on patronage intentions.These conclusions have important managerial implications to retail enterprises.