消费者感知零售商创新性量表的重新开发与验证

Consumers’ Perceived Retailer Innovativeness:Redevelopment and Verification of the Scale

零售创新研究已从企业视角转向消费者视角,但测量工具的欠缺可能严重阻碍了研究进程。按照“概念界定—收集资料—量表编制—预测试—正式施测”的量表开发流程,重新开发消费者感知零售商创新性量表。首先通过文献研究对零售商创新进行分类;然后利用访谈和问卷调查等方法确认感知零售商创新性量表的维度及其相应的题项,形成感知零售商创新性量表;最后通过探索性因子分析和验证性因子分析检验感知零售商创新性量表的可靠性和有效性。研究表明,消费者感知零售商创新性是一个多维度构念,包含消费者感知技术创新性、消费者感知产品和服务创新性、消费者感知体验创新性、消费者感知促销创新性以及消费者感知业态创新性5个维度,其测量量表由5个因子16个题项构成。本量表增加了感知技术创新和感知业态创新性2个新维度,并在其他维度中补充了新的要素,主要包括感知产品和服务创新性中的“配送服务”和“配套服务”,感知体验创新性中的“装修风格独特“”有趣的文艺娱乐活动”和“节日特别布置”,以及促销创新性中的“多种促销组合方式”。零售商创新要注意找准创新的方向、切入点或突破口,突出创新努力的重心,进行创新行为追踪。

The research on retailer innovation has shifted from enterprise perspective to consumer perspective,but the lack of measurement tools has seriously hindered the research process.According to the scale development process of "concept definition-data collection-scale preparation-pre-test-formal test",the perceived retailer innovativeness scale is redeveloped.First,retailer innovation is classified through literature research;then the dimensions of perceived retailer innovativeness scale and its corresponding items are confirmed by means of interview and questionnaire,and the perceived retailer innovativeness scale is developed;finally,exploratory factor analysis and confirmatory factor analysis are used to test the reliability and effectiveness of perceived retailer innovativeness scale.The results show that consumer perceived retailer innovativeness is a multi-dimensional concept,including five dimensions:consumer perceived technology innovativeness,consumer perceived product and service innovativeness,consumer perceived experience innovativeness,consumer perceived promotion innovativeness and consumer perceived format innovativeness.The measurement scale consists of five factors and 16 items.There are two new dimensions included in this scale,namely the perceived technology innovativeness and perceived format innovativeness;and there are new elements included in other dimensions in this scale,such as “distribution service” and “supporting service” in perceived product and service innovativeness,“unique decoration style”,“interesting entertainment activities”,and “special layout for holidays” in perceived experience innovativeness,and “the combination of diversified promotion” in perceived promotion innovativeness.To do a better job in retailer innovation,we should find out the correct direction and point of entry and breakthrough,highlight the focus of effort spent on innovation,and trace the innovative activities.