农村零售区域评价、商店态度与消费者购物地选择  

The Relationship among the Evaluation of Rural-retailing Areas, Service Attitude and Shopping Destination Choice

作　　者：胡保玲[1] 郑浩[2] 王晓飞[1] 

机构地区：[1]青岛理工大学商学院,山东青岛266520 [2]山东经济学院工商管理学院,山东济南250014

出　　处：《当代经济管理》2011年第5期38-42,共5页Contemporary Economic Management

基　　金：山东省社会科学规划研究项目(09DJGZ04);山东省统计科研重点课题(KT0911)

摘　　要：以山东省农村居民为调查对象,探讨了零售区域评价、商店态度与消费者购物地选择之间的关系。通过问卷调查,利用因子分析及多元线性回归分析验证了研究假设。实证分析结果表明,零售区域评价对商店态度产生显著影响,而商店态度是影响农村居民购物地选择决策的关键因素。This paper, based on the survey of rural residents in Shandong province, explores the relationship among the evaluation of retailing areas, service attitude and shopping destination choice. The hypotheses are tested by means of factor analysis and multiple regression analysis. The result shows that the evaluation of retailing areas has a significant effect on store service attitude which is the key factor influencing shopping destination choice by Shandong farmers.

关 键 词：零售区域评价 商店态度 购物地选择 

分 类 号：F063.2[经济管理—政治经济学]