门店印象对消费者选择实体零售商线上渠道的影响效应——来自北京某连锁超市消费者数据的实证分析被引量：1

The Effect of Retail Image on Consumers' Choice of Entity Retailers Online Channels: An Empirical Research Based on the Data from a Chain Supermarket in Beijing

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摘要从消费者门店印象出发,基于对北京某超市消费者的问卷调查结果,构建结构方程模型,揭示门店印象对消费者选择实体零售商线上渠道影响效应的影响路径及影响程度。实证结果表明,良好的门店印象将通过加深消费者线下消费行为,从而提高消费者对该实体零售商线上渠道的消费金额和消费频次,且这一传导路径具有消费者异质性。

作者刘向东邱旭容 Liu Xiangdong;Qiu Xurong

机构地区中国人民大学商学院

出处《管理现代化》 CSSCI 北大核心 2019年第2期83-86,共4页 Modernization of Management

基金国家社会科学基金一般项目"中国零售业数字化转型研究"(18BJY176)

关键词门店印象线上渠道消费者行为消费者异质性

分类号 F721.7 [经济管理—产业经济] F724.6 [经济管理—产业经济]

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参考文献2

1宋思根.零售商店形象属性维度的实证研究[J].北京工商大学学报（社会科学版）,2006,21(4):8-11. 被引量：28
2汪旭晖,徐健,张其林,李燕艳.顾客信任转移对传统零售商线上延伸绩效的作用机制[J].中大管理研究,2014,9(1):1-20. 被引量：12

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