组织支持感、零售环境满意度与农村消费者外购意愿——地方依恋的中介作用

Perceived Organizational Support,Satisfaction Evaluation of Retailing Environment and Rural Consumers Outshopping Intention

本文以山东省农村消费者为调查对象,探讨组织支持感与零售环境满意度对其外购意愿的影响以及地方依恋在其中的中介作用。实证研究结果表明,组织支持感与零售环境满意度是地方依恋的关键前因;组织支持感对外购意愿有显著的正效应,地方依恋在其中发挥部分中介效应;零售环境满意度与外购意愿有显著的积极影响,地方依恋在其中起着完全中介效应。

The author examines the influence of perceived organizational support and satisfaction evaluation of retailing environment on rural consumers outshopping intention and the mediator role of place attachment by carrying out investigation on rural consumers in Shandong province. It is found that perceived organizational support and satisfaction evaluation are important antecedents of place attachment. Perceived organizational support has great influence on outshopping intention, part of which is achieved through the mediation of place attachment. The positive relationship between satisfaction evaluation and outshopping intention is fully mediated of place attachment. These conclusions have important implications for the survival and development of rural retailers.