商店形象、顾客情绪与购物价值——理论模型及实证检验

以414名百货商店消费者为调查对象,通过结构方程模型对商店形象、顾客情绪与购物价值的关系机理进行了实证分析。结果表明,商店形象通过顾客情绪对购物价值产生积极的影响作用。其中,商店形象的六维度对愉悦情绪有积极影响,而对唤起情绪有积极影响的只有服务形象、氛围形象和促销形象,并且,顾客的唤起情绪积极影响愉悦情绪。同时,顾客的愉悦情绪对购物价值三维度均有积极影响,而唤起情绪仅对享乐性和社会性购物价值有积极影响。这些研究结论对零售企业具有管理启示作用。

Store Image,Customer Emotion and Shopping Value——Theoretical Model and Empirical Test

This paper uses 414 consumers of department store as samples, and analyzes empirically the relationship between store image, customer emotion and shopping value through structural equation model. The results show that the six dimensions of store image positively impact pleasure, but only service image, atmosphere image and promotion image positively impact arousal, and arousal positively impacts pleasure. In addition, pleasure has positive effects on the three dimensions of shopping value, but arousal only positively impacts hedonic shopping value and social shopping value. These conclusions have important managerial implications to retailer enterprises.