| 基于消费者购物价值的商场环境建设策略研究 |
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| 引用本文： | 杨潇茵,许正良.基于消费者购物价值的商场环境建设策略研究[J].四川大学学报(哲学社会科学版),2011(3):81-86. |
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| 作者姓名： | 杨潇茵 许正良 |
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| 作者单位： | 吉林大学管理学院,吉林长春,130025 |
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| 摘 要： | 商场环境建设是零售业研究领域的一项重要课题,改善商场环境能够有助于提升营销业绩。研究发现,消费者享乐主义或功利主义购物价值对商场营销业绩产生重要影响。由此,基于这两种不同的消费者购物价值,分别提出商场环境建设的对策。
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| 关 键 词： | 商场环境 享乐主义购物价值 功利主义购物价值 营销业绩 |
Hedonic or Utilitarian Shopping Values: Exploring Strategies for Improving Shopping Mall Atmosphere |
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| YANG Xiaoyin,XU Zhengliang.Hedonic or Utilitarian Shopping Values: Exploring Strategies for Improving Shopping Mall Atmosphere[J].Journal of Sichuan University(Social Science Edition),2011(3):81-86. |
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| Authors: | YANG Xiaoyin XU Zhengliang |
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| Institution: | (School of Management,Jilin University,Changchun,Jilin,130025,China) |
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| Abstract: | Creating a suitable shopping mall atmosphere is a very important task for the retailing industry,for a congenial atmosphere helps promote sales.Research shows that customers with hedonic and/or utilitarian shopping values contribute differently to the sales of shopping malls.Based on a comparative analysis between shoppers’ hedonic/utilitarian values and the sales of shopping malls,the paper suggests possible strategies for improving shopping mall atmosphere. |
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| Keywords: | shopping mall environment hedonic shopping value utilitarian shopping value shopping mall sales |
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