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

详细信息    查看全文 | 推荐本文 |

英文篇名：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 作者：刘向东 ; 邱旭容 英文作者：Liu Xiangdong;Qiu Xurong; 关键词：门店印象 ; 线上渠道 ; 消费者行为 ; 消费者异质性 中文刊名：GLXX 英文刊名：Modernization of Management 机构：中国人民大学商学院; 出版日期：2019-03-21 17:26 出版单位：管理现代化 年：2019 期：v.39;No.222 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) 语种：中文; 页：GLXX201902021 页数：4 CN：02 ISSN：11-1403/C 分类号：89-92

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。
        

引文

[1] Martineau P.The Personality of the Retail Store[J].Harvard Business Review,1958,36(01):47-55.
    [2]Lindquist J D. Meaning of Image: A Survey of Empirical and Hypothetical Evidence [J]. Journal of Retailing, 1974-75, 50(Winter): 29-38.
    [3]Bearden W O, Mason J. Barry. Consumer Perceived Risk and Attitudes Toward Generically Prescribed Drugs[J].Journal of Applied Psychology, 1978, 63(06): 741-747.
    [4]Mazursky D,Jacoby J.Exploring the Develop-ment of Store Images[J].Journal of Retailing,1986(62): 145-165.
    [5] Louis D, Lombart C. Image and Personality: Two Complementary Tools to Position and Differen-tiate Retailers[J].International Management Review,2011(07):66-73.
    [6] 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 (04).
    [7] Eri B, Dwi K, Meydia H. The Role of Retail Image and Customer Trust on Purchase Intention of Private Label Product[J].International Journal of Scientific & Technology Research,2015,04(05):215-218.
    [8] Samli A C,Kelly J P,Hunt K.Improving the Retail Performance by Contrasting Management and Customer Perceived Store Images: A Diagnostic Tool for Corrective Action[J].Journal of Business Research,1998,43(0l):27-38.
    [9] Lee K C,Chung N,S Lee. Exploring the Influence of Personal Schema on Trust Transfer and Switching Costs in Brick-and-click Boostores[J].Information & Management,2011,48(08):364-370.
    [10] Ruth B S, Elaine S. Effects of Store Image and Mood on Consumer Behavior: A Theoretical and Empirical Analysis [J]. Advances in Consumer Research, 1993, 20(01):630-632.
    [11] 汪旭晖,徐健,张其林,等. 顾客信任转移对传统零售线上延伸绩效的作用机制[J].中大管理研究,2014(01).
    [12] Kwon W S, Lennon S J. Reciprocal Effects betwenen Multi-channel Retailers’ Offline and Online Brand Images[J].Journal of Retailing, 2009, 85(03):376-390.
    [13] Kuan H H, Bock G W. Trust Transference in Brick and Click Retailers:An Investigation of the Before-online-visit Phase[J].Information & Management, 2007, 44(02):175-187.
    [14] Benedicktus R L, Brady M K, Dark P R et al.. Conveying Trustworthiness to Online Consumers:Reactions to Consensus,Physical Store Presence,Brand Familiarity,and Generalized Suspicion [J]. Journal of Retailing, 2010, 86(04):322-335.
    [15] Cheung C M K, Chan G W W, Limayem M. “A Critical Review of Online Consumer Behavior: Empirical Research”[J].Journal of Electronic Commerce in Organizations, 2005, 3(04):1-19.
    [16] Betancourt R R. The Economics of Retailing and Distribution[M].Cheltenham,UK and North-ampton,MA:Edward Elgar Publishing,2004:23.
    [17] Yang Y, Hu Y,Chen J. A web Trust-inducing Model for E-commerce and Empirical Research[C].In Proceedings of the 7th International Conference on Electronic Commerce, 2005: 188-194.
    [18] Pan Y, Zinkhan G M. Determinants of Retail Patronage: A Meta-analytical Perspective[J]. Journal of Retailing, 2006(82):229-243.