大型购物中心的租户组合对消费者的影响作用研究

随着人们消费观念的变化和可支配收入的增长,消费者的需求越来越呈现出专业化和高水平的特征。大型购物中心的租户组合已经成为影响消费者对购物中心的选择、购物频率和购物时间的关键,决定了购物中心的成败。采用结构方程模型,研究大型购物中心的租户组合对消费者感知价值及满意度的影响以及对消费者行为意向和交叉惠顾意愿的影响作用。实证结果表明,租户多样性和相容性对消费者感知价值及满意度具有显著的正向影响,且租户多样性比相容性对消费者的影响作用更大。

Impacts of Large-scale Shopping Mall Tenant Mix to Consumers

With the changes in people's consumption concept and disposable income grow th ,consumers are showing a growing demand for specialized and high‐level features . Shopping mall tenant mix has become a key influence consumer choice to the mall ,shopping frequency and shopping time ,determines the success or failure of a shopping center .In this paper ,structural equation model shopping mall tenant mix perceived value and satisfaction to consumers ,as well as influence on consumer behavior intention and willingness to cross patrons .The empirical results show that the tenant diversity and compatibility of consumer perceived value and satisfaction has a significant positive impact ,and tenant diversity is greater than the impact on the compatibility of consumer role .